Netflix Raises Subscription Prices in the U.S.
Netflix has reportedly increased the prices for all subscription plans in the U.S., notably raising the “Ad-supported Standard” plan by $1 to a total of $8.99 per month.
Sources indicate that this marks the first price hike for the streaming giant’s ad-supported, ad-free standard, and premium plans in over a year. The ad-supported Standard plan is now priced at $8.99 monthly, while the ad-free Standard and Premium plans are set at $19.99 and $26.99, respectively.
If you’re using Netflix’s Standard plan, you can also add extra members to your subscription for an additional fee of $7.99 per month with ads, or $9.99 per month without ads. It’s worth noting that Premium subscribers can add up to two additional members instead of just one.
The update on pricing is expected to be rolled out to current subscribers in the next few weeks. Subscribers will receive an email notification a month before the new rates take effect on their accounts.
This price increase comes after Netflix hinted in its fourth-quarter earnings report in January about upcoming subscription price adjustments in 2026. Interestingly, there was a price increase at the start of 2025, marking the first rise in the Standard With Ads plan.
As for the company’s financial outlook, Netflix anticipates total revenue to fall between $50.7 billion and $51.7 billion this year, aiming for growth of 12-14 percent annually. Additionally, advertising revenue is expected to double compared to 2025, projected to contribute around $3 billion to total revenue.
In a noteworthy comment, Sen. Elizabeth Warren expressed her dissatisfaction on social media, highlighting that Netflix recently received a $2.8 billion payout from Paramount due to a failed deal with Warner Bros., only for the streaming service to raise prices for millions of users afterward.
In a playful jab, competing streaming platform Tubi remarked, “We’re raising the price from free to free,” adding some humor to the conversation around subscription services.
