LOS GATOS, Calif. -- Netflix raised subscription prices across all U.S. plans in March, marking the second increase in less than a year as the streaming giant prepares to spend a record $20 billion on content in 2026 [1].
The ad-supported tier rose $1 to $8.99 per month. The standard ad-free plan jumped $2 to $19.99, while the premium tier increased to $26.99. The price hikes affect all plan tiers simultaneously, a move analysts say is designed to steer price-sensitive subscribers toward the ad-supported option [2].
During its January earnings report, Netflix told investors it expects content spending to rise $2 billion from 2025's $18 billion, driven by investments in original films, scripted series, and live events. The company has been ramping up its content budget to maintain its lead over Disney+, Max, and Amazon Prime Video [3].
The price increases come as Netflix's subscriber growth begins to plateau in mature markets. The company has leaned on its ad tier to attract cost-conscious viewers while extracting more revenue from premium subscribers willing to pay for ad-free viewing [1].
Forbes noted that the $1 increase on the ad tier — compared to $2 hikes elsewhere — appears designed to make the ad-supported plan relatively more attractive, nudging subscribers toward the tier that generates both subscription and advertising revenue [2].
Netflix did not announce price changes for international markets, though the company has historically extended U.S. pricing adjustments to other regions over subsequent quarters [3].
-- CAMILLE BEAUMONT, Los Gatos