Netflix has increased its subscription prices across all plans in the United States. The latest update pushes the Premium plan to $26.99 per month, making it the most expensive standalone streaming option right now. The new pricing took effect on March 26 for new users, with existing subscribers set to see the change in the coming weeks.
Netflix has raised prices by $1 to $2 depending on the plan. The ad-supported plan now costs $8.99 per month, up from $7.99. The Standard plan, which removes ads, now costs $19.99 per month, up from $17.99. The Premium plan, which includes 4K streaming and support for up to four devices, now costs $26.99 per month, up from $24.99.
As a result, users who want an ad-free experience now need to pay at least $19.99 per month. For 4K content, the cost is close to $30 per month. Netflix has not changed any features in these plans apart from the pricing.
Variety reports that the new prices apply to new subscribers immediately, while existing users will receive a notification one month before the changes take effect on their accounts.
In a statement to Variety, Netflix said, “Our approach remains the same: We continue offering a range of prices and plans to meet a variety of needs, and as we deliver more value to our members we are updating our prices to enable us to reinvest in quality entertainment and improve their experience by updating our prices.”
The increase comes at a time when Netflix continues to adjust its business strategy. The company recently stepped away from a major $83 billion deal involving Warner Bros. Discovery and received a nearly $3 billion breakup fee.
Even with that financial gain, Netflix continues to raise subscription prices as it focuses on content investment and long-term growth.
