Netflix has announced another round of price hike across all its subscription plans in the United States, marking the second hike this year. The revision affects every tier, including add-ons for extra members.

New pricing across plans

The latest update pushes up monthly costs for all users. The ad-supported plan now costs $8.99 per month, up from $7.99. The standard plan has increased to $19.99 per month from $17.99, while the premium plan is now priced at $26.99 per month, compared to $24.99 earlier.

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Additional member charges have also gone up. Ad-supported add-ons are now priced at $6.99 each, up from $5.99, while ad-free add-ons cost $9.99 each, compared to $8.99 previously.

Second hike this year

This is the second price revision in 2026. The company had earlier raised subscription costs in January, when prices went up by $2.50 per month, as per The Times of India report.

Explaining the approach, Netflix said in its letter to investors, "As we continue to invest in programming and deliver more value for our members, we will occasionally ask our members to pay a little more so that we can re-invest to further improve Netflix."

The company has linked the price increase to its growing investment in content. Netflix plans to spend $20 billion on content in 2026, up from $18 billion in 2025. This includes expanding into live events and video podcasts, alongside its regular slate of films and series.

Executives have indicated that the broader content offering is central to the platform’s strategy as it looks to diversify beyond traditional streaming formats.

Subscriber growth and strategy

The pricing changes come alongside strong subscriber growth. Netflix added 18.9 million users in the fourth quarter of 2024, its highest quarterly increase, taking its global subscriber base to 300 million.

Co-CEO Greg Peters defended the pricing model, saying, "We believe that our starting price, even after the price increase, is an incredible entertainment value. And it's a highly accessible entry point."

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The latest revision reflects the company's ongoing efforts to balance rising content investments with its subscription-based revenue model.