Mrzorro
09:25

Netflix Raises Prices. Streaming Is Going to Keep Getting More Expensive.


Netflix stock rose Thursday following news that the company once again raised prices for its multiple subscription tiers, another sign for consumers that streaming will continue to get more expensive from here.

$Netflix(NFLX)$   updated its plans page on Thursday. The standard subscription tier with ads will now cost users $8.99 a month, $1 more than before. Standard ad-free and premium subscriptions each went up by $2 and cost $19.99 and $26.99 a month, respectively.

"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," a Netflix spokesperson said.

Netflix also announced price hikes in January 2025, but the company has so far been able to maintain a prominent position in the streaming wars. According to research firm Nielsen, Netflix was the second-most viewed streaming service last month, behind only Alphabet's YouTube.

Other streamers have raised prices, too, including Paramount+ in January 2026, Apple TV in August 2025, and both HBO Max and Disney+ in October 2025. Barron's has previously reported that customers should expect more price hikes as streaming companies combine. Despite this -- as well as users needing to subscribe to multiple platforms to access their favorite content -- streaming still dominates standard TV viewership.

Netflix shares rose 1.1% to $93.32 on Thursday. The stock could use a boost: shares are off 0.5% this year and 4.5% over the past 12 months. Investors were unhappy with the company's decision to try to buy $Warner Bros Discovery (WBD.US)$. However, shares have started to rebound after Netflix announced it was backing out of the bidding war after $Paramount Skydance (PSKY.US)$ came in with a higher offer for the parent company of HBO Max.


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