Netflix is raising its prices once again.
As updated on its website today and reported by Variety, all three of Netflix’s plans are seeing hikes, starting today. The standard with ads plan, which is exactly what it says on the tin, now costs $8.99/month, up from $7.99. The Standard plan, which has no ads and allows for simultaneous use on two separate devices, is now $19.99/month, up from $17.99. And the Premium plan, which has no ads, streaming on up to four devices, Ultra HD, and HDR, is now $26.99/month, up from $24.99.
All these cost increases come just two months after Netflix announced it had added 23 million new subscribers to Netflix in the last year.
If it feels like we’ve been here before recently, we have. Netflix last increased its prices in January of 2025, even as it added a record number of subscribers. Prior to that, in 2024, Netflix fully phased out its Basic plan, which it had killed for new and returning users already back in 2023. It also increased prices in both 2023 and 2022.
At the same time, Netflix has been at the center of a bidding war, having pledged $82.7 billion to purchase Warner Bros. Discovery last December. At the time, the company promised subscribers that “nothing is changing today” in an effort to quell concerns about price and content changes. But then, in January, it walked away from that bidding war, leaving Paramount free to acquire the company instead.
Annoying as this is, Netflix has hardly suffered for all its price hikes. In fact, Netflix has remained strong amid price hikes, the addition of ad-tiers, and the crackdown on account sharing in recent years. Its full-year earnings from last year included a report of $45.2 billion in revenue, up 16% year-over-year, and 325 million total subscribers.
This has been in no small part to the massive successes of films such as KPop Demon Hunters (the most popular Netflix title ever) and shows such as Bridgerton, One Piece, and others, which have kept so many of us on the subscription hook through multiple price hikes over the years.
Rebekah Valentine is a senior reporter for IGN. Got a story tip? Send it to [email protected].
