Netflix, for the second time in a little over a year, is raising prices for its three plans in the U.S. The new pricing for Netflix’s plans were updated on its website Thursday.
Under the higher pricing, Netflix’s Standard With Ads plan will now cost $8.99/month, up $1 from $7.99 previously. The Standard plan (no ads, viewing on up to two devices simultaneously) is rising by $2, from $17.99/month to $19.99/month. And the Premium plan (no ads, streaming on up to four devices at once, Ultra HD and HDR) is rising from $24.99/month to $26.99/month.
The higher pricing shows that Netflix feels it has “pricing power” relative to rival streamers. While some customers may cancel over the higher fees, the company — the biggest subscription-streaming provider in the world — is presumably calculating that the increased revenue per sub will offset any resulting churn.
“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 increased prices will be applied to both existing and new members. New members who sign up will see the new plan prices starting Thursday, March 26. The higher prices will roll out to existing members over the coming weeks; according to Netflix, existing members will be notified by email a month before the new prices are applied to them, with the timing depending on the individual member’s billing cycle.
Most recently, Netflix raised prices in the U.S. in the first quarter of 2025, marking the first time in three years the company had upped the pricing of the Standard tier, which historically has been its most popular plan.
In 2026, Netflix has forecast total annual revenue of between $50.7 billion and $51.7 billion, which would be an increase of 12%-14% year over year. The company also projects hitting 31.5% operating margin this year, up from 29.5% in 2025.
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