Netflix Inc (NASDAQ:NFLX, XETRA:NFC) has increased the cost of its US subscription plans for the first time since January 2025.
The change affects all tiers of the streaming service, including the ad-supported, standard, and premium plans, as well as pricing for additional members.
Under the new US pricing, the ad-supported plan rises to $8.99 per month from $7.99, the standard plan to $19.99 from $17.99, and the premium plan to $26.99 from $24.99.
Extra member pricing also increased, with ad-supported add-ons now $6.99 per additional non-household user and ad-free add-ons $9.99.
Netflix said the update reflects investments in its content, including ventures into live events and video podcasts.
Executives have previously noted that subscription revenue supports the company’s broader content strategy. In its January earnings report, Netflix projected spending of $20 billion on content in 2026, up from $18 billion in 2025, and expected overall revenue between $50.7 billion and $51.7 billion, driven by membership growth, pricing adjustments, and an anticipated increase in ad revenue.
The new US pricing takes effect immediately for new customers and will roll out to existing subscribers over the coming weeks, depending on billing cycles.
Shares of Netflix traded up 1% shortly before Friday's opening bell at about $94.