Netflix hikes U.S. prices
Netflix raised subscription prices across all U.S. plans — the standard ad-free tier is now $19.99 and premium $26.99 — its second increase in just over a year. The company says the move funds new formats (video podcasts, live sports) even as it makes ad-supported and free services more attractive to cost‑conscious viewers. (reuters.com)
Netflix’s ad-supported tier was bumped to $8.99 a month in the U.S., marking the only tier that saw a $1 increase this round. (money.usnews.com)) Netflix also raised fees for “extra member” slots for users outside the primary household, with CNBC reporting ad‑supported add‑ons now at $6.99 and ad‑free add‑ons at $9.99 per month. (cnbc.com)) New pricing takes effect immediately for new sign-ups and will be applied to existing customers according to billing cycles, with reports saying subscribers will be notified about changes roughly a month before they appear on bills. (macrumors.com)) Netflix framed the increases as funding for new formats including video podcasts and live sports while it expands its ad business, and the company has publicly signaled higher content reinvestment for 2026. (money.usnews.com)) The streamer has already inked multiple podcast and sports partnerships — multi‑year video‑podcast deals with Barstool Sports, a slate of Spotify titles and agreements with iHeartMedia for video podcast premieres in 2026. (netflix.com)) Netflix’s pivot to live events includes new MLB rights in a three‑year media agreement and prior deals to stream NFL Christmas Day games, moves that underpin the company’s push to sell higher‑value advertising and event sponsorships. (mlb.com)) The company reported ad revenue north of $1.5 billion in 2025 even as analysts flagged the ad‑supported tier’s growth as below some expectations, underscoring why Netflix is both raising prices and boosting investment in ad‑friendly formats. (variety.com))
