Netflix Raises Prices Across All Plans for the Second Time in a Year

Netflix confirmed on March 26 that it is raising subscription prices across all its plans in the US. The ad-supported tier rose $1 to $8.99 per month. The standard ad-free plan jumped $2 to $19.99. The premium plan, which supports four devices and 4K streaming, now costs $26.99, also a $2 increase. The extra member add-on fee also went up by $1, hitting $6.99 for ad-supported plans and $9.99 for ad-free plans. New subscribers see the new prices starting March 26. Existing subscribers will receive an email one month before the changes apply to their billing cycle. The hike is Netflix's second in under two years, following a price increase in January 2025. The company said the changes reflect its continued investment in content, citing over $20 billion in planned content spending for 2026, up from $18 billion in 2025. That budget covers scripted series, live events, sports, video podcasts, and games. Netflix expects overall 2026 revenue between $50.7 billion and $51.7 billion. At $26.99 per month, the Premium plan is now the most expensive standalone streaming subscription on the market. The standard plan at $19.99 costs the same as the old Premium plan did in 2023. The price hikes arrive weeks after Netflix walked away from an $82.7 billion bid for Warner Bros. Discovery, receiving a $2.8 billion breakup fee in the process. For content creators, marketers, and digital agencies in Nigeria who manage client budgets tied to streaming platforms, the direction is clear. Subscription entertainment is becoming a premium product in the US market. Ad-supported tiers, which now cost $8.99 in the US, will remain the growth tier as price-sensitive users trade down. That shift is driving Netflix's projection to roughly double its ad revenue to $3 billion in 2026. If you are building media strategies around streaming audiences, the ad-supported tier is where attention is growing fastest and where ad inventory is expanding.