Netflix is raising prices for U.S. subscribers for the second time in just over a year, with the updated pricing now live on the company's website as of Thursday (March 26).

The standard monthly plan without ads climbs from $15.49 to $17.99, while the ad-supported standard plan increases by one dollar to $7.99 per month. The premium plan remains at $24.99 per month.

The latest price hike follows a similar increase Netflix made in January 2025, when the company raised the cost of its Premium plan to $24.99 a month. That move came alongside record subscriber growth, with Netflix adding 19 million subscribers in the final quarter of 2024, pushing its global total past 302 million members.

Netflix's stock surged 12% in early trading following the announcement, as the company also reported revenue topping $10 billion in a single quarter for the first time. Analysts at Bank of America Global Research called the earnings report "very strong."

Netflix co-CEO Ted Sarandos defended the increases in a letter to investors, saying the company raises prices only when it believes it is delivering more value. "We can only raise subscription fees if the consumer sees the value," Sarandos said during a recent Senate hearing. "We are a one-click cancel."

The company credited hit content, including the second season of Squid Game, the holiday film Carry On, and a live boxing match between Jake Paul and former heavyweight champion Mike Tyson, for driving subscriber growth.

According to a survey conducted by reviews.org, U.S. consumers spent an average of $3,350 per year, about $278.50 per month, on streaming and connectivity costs in 2025, a 2% increase from the prior year. Netflix is not alone in raising rates; Paramount+ raised prices for new subscribers on Wednesday (January 15), adding one dollar to both its ad-supported and ad-free plans.

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