Netflix has raised subscription prices in the United States as it expands into new programming formats. The company is exploring content such as video podcasts and live sporting events.
The ad-supported plan now costs $8.99 per month, up from $7.99. Netflix’s standard plan increased $2 to $19.99 per month, while the premium plan rose to $26.99, compared with $24.99 previously.
Netflix has also updated fees for adding extra members. Additional users cost $7.99 on ad-supported plans and $9.99 on ad-free plans. These changes follow the removal of the company’s basic ad-free plan in 2023. Since then, subscribers can choose from standard and premium plans, with or without ads.
The streaming service has more than 325 million subscribers worldwide. Analysts from TD Cowen estimate that the new pricing will increase Netflix’s average revenue per subscriber in the US-Canada region by 6% year-over-year in 2026.
Netflix reported revenue of $12.1 billion for the October-December 2025 period, slightly above analysts’ expectations. The company last raised prices earlier this year and continues to focus on revenue growth through its expanded content offerings.
In addition to subscription updates, Netflix recently stepped away from bidding on Warner Bros’ streaming and studio assets. This cleared the path for Paramount Skydance to acquire the studio in a $110 billion deal.
The price increase is part of Netflix’s strategy to strengthen its position in the US streaming market while offering new entertainment formats. Officials say the expansion into podcasts and live sports is intended to attract a broader audience.
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With these updates, Netflix aims to provide more diverse content and maintain steady growth amid increasing competition in the global streaming industry.
