Netflix is once again asking subscribers to pay more, rolling out price increases across all three of its U.S. streaming tiers. The updated rates quietly appeared on the company’s website Thursday. The ad-supported plan now costs $8.99 per month, up from $7.99. Meanwhile, the Standard plan without ads jumps to $19.99 per month, a $2 increase. The Premium tier also rises by $2, bringing its monthly cost to $26.99.
The move marks the second price hike in just over a year. It also signals confidence from the streaming giant as competition intensifies across the industry.
Netflix continues to lean on its scale. The company finished 2025 with over 325 million global subscribers, making it the largest subscription streaming platform in the world. That reach gives executives flexibility to raise rates while betting that overall revenue will continue to grow.
In a statement, the company said it remains focused on offering a range of plans while investing in content and product improvements.
“Our approach remains the same: We continue offering a range of prices and plans to meet a variety of needs, and as we deliver more value to our members we are updating our prices to enable us to reinvest in quality entertainment and improve their experience by updating our prices,” Netflix said in a statement to Variety.
The new pricing takes effect immediately for new subscribers. Existing customers will see the changes in the coming weeks. Netflix said members will receive an email notification about a month before the increase hits their bill, depending on their billing cycle.
This latest adjustment follows a prior increase earlier in 2025. That move ended a three-year stretch without a change to the Standard plan, which has historically drawn the largest share of subscribers.
This increase lands a day after the streaming platform made their Major League Baseball debut broadcasting Opening Night between the New York Yankees and San Francisco Giants. The broadcast last night kicked off a media rights agreement that Netflix and MLB signed last year.
The company also continues to invest heavily in content. Netflix has projected roughly $20 billion in cash spending on programming for 2026, reflecting a steady push to maintain its competitive edge.
Financially, Netflix appears positioned to absorb any fallout. Company leadership has pointed to multiple growth drivers, including membership gains, advertising expansion and pricing strategy. Executives expect ad revenue to climb significantly, with projections nearing $3 billion.
Additionally, Netflix enters this phase with added financial flexibility. Earlier this year, the company stepped away from a potential deal involving Warner Bros. Discovery. That decision resulted in a $2.8 billion breakup fee paid to Netflix, strengthening its balance sheet.
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