• Netflix has raised prices on all subscription tiers in the U.S.
• The ad-supported plan now costs $8.99, a $1 increase from previous pricing.
• Standard and premium plans have seen increases of $2, reaching $19.99 and $26.99, respectively.
• Price hikes coincide with Netflix's plans to expand into live programming and podcasts.
• This is the second price increase in 2026, following an earlier raise implemented in January.

Netflix has implemented a price increase across all its subscription plans in the U.S., marking a notable shift in its pricing structure. Effective immediately, the ad-supported plan costs $8.99 per month, up from $7.99; the standard plan now costs $19.99, up from $17.99; and the premium plan has increased to $26.99, previously $24.99, according to Reuters and India Times.

The recent price hikes follow a series of increases that began in January 2025, which had already raised subscription costs by $2.50 according to CBS News. This move is part of Netflix's strategy to fund its expansive content investment, targeting a budget of $20 billion in content expenditure for 2026, compared to $18 billion the previous year as noted by Business Insider and India Times.

Critics have expressed concerns over these price increases, especially as "stream-flation" affects consumer expenses for entertainment. Netflix's retention strategy includes bolstering its video offerings and live programming, which includes sports and podcasts, to maintain subscriber loyalty despite rising prices, reports CBS News and Business Insider.