Netflix is once again increasing prices across all subscription tiers in the United Sates. This is the second time this year when the streaming giant has increased its prices in the region. In January this year, Netflix increased the price of its subscription plan by $2.50 per month. Now, once again the company has announced the price hike making subscriptions more expensive for users across all tiers. The ad-supported plan now costs $8.99 per month, up from $7.99. The standard plan has risen to $19.99 per month from $17.99, while the premium plan is now $26.99 per month, compared to $24.99 previously. Extra member pricing has also increased: ad-supported add-ons now cost $6.99 each (up from $5.99), and ad-free add-ons are $9.99 each (up from $8.99).

Netflix’s new pricing structure

* Ad-supported plan: Now $8.99/month (up from $7.99)* Standard plan: Now $19.99/month (up from $17.99)* Premium plan: Now $26.99/month (up from $24.99)* Extra member pricing: * Ad-supported add-ons: $6.99 each (up from $5.99) * Ad-free add-ons: $9.99 each (up from $8.99)

Why Netflix is increasing the subscription price

Netflix says the higher subscription fees will help fund its growing investments in content. Netflix plans to spend $20 billion on content in 2026, up from $18 billion in 2025. This includes ventures into live events and video podcasts, as the platform looks to diversify beyond traditional streaming. Executives argue that the breadth of programming justifies the higher costs, positioning Netflix as a leader in entertainment innovation.

Timeline of price hikes

This is the second time that Netflix has increased its prices this year. As mentioned above the company rolled out a price hike in January this year. “As we continue to invest in programming and deliver more value for our members, we will occasionally ask our members to pay a little more so that we can re-invest to further improve Netflix,” the company stated in its letter to investors.The price hikes coincided with Netflix’s announcement of adding 18.9 million subscribers in Q4 2024, its largest quarterly increase ever, bringing its global subscriber count to 300 million. The company’s co-CEO Greg Peters defended the pricing strategy, particularly for the ad-supported tier: “We believe that our starting price, even after the price increase, is an incredible entertainment value. And it’s a highly accessible entry point.“