Netflix started raising prices again, users outraged on the networks

How much are subscriptions now?

According to the updated information on the help pages; users, first noticed by the TechRadar portal, all three subscription levels have seen price increases. The new prices for the US market are effective immediately for new subscribers, while existing customers will see the changes on their accounts in the coming weeks.

The new price list in the USA looks like this:

Standard with ads – $8.99 (was $7.99)
Standard (no ads) – $19.99 (was $17.99)
Premium (no ads) – $26.99 (was $24.99)

In addition, the price of the “Extra Member” option, which enables the addition of a person from outside one’s own household to the account, has become more expensive. That service now costs $9.99 a month instead of the previous $7.99.

For the sake of comparison, the current prices in Croatia are 5.99 euros for the basic package, the standard package is 9.99 euros, while the premium package is 12.99 euros.

Users threaten to cancel service

As could be expected, user reactions were extremely negative. Social networks and forums like Reddit have been flooded with comments from disgruntled subscribers announcing the cancellation of the service. Many point out that the ad package, which was originally presented as a more affordable alternative, has doubled in price in just 14 months.

“The original idea for the Netflix ad package was to provide a cheaper alternative for everyone who couldn’t afford one of the ad-free packages,” said one user, recalling that in 2015 it was possible to watch Netflix without any ads for the same price as an ad package today. Given that Netflix earns billions of dollars from ads, it is incomprehensible to many why the increased costs continue to be passed onto the backs of consumers.

What is behind the price increase?

The move is part of a broader industry trend known as “streamflation,” where major platforms like Disney+, Max and Paramount+ are raising prices to achieve profitability. Netflix justifies price increases with the need for further investment in quality content and improving the user experience. The company announced a record content budget of $20 billion for 2026, with a special emphasis on live broadcasts such as MLB games and WWE Raw programming.

Despite the price hikes, the company reached 325 million subscribers worldwide by the end of last year, and the successful fight against password sharing gave them enough confidence to continue raising prices without fear of a mass exodus of users.

Analysts estimate that this price increase will increase the average revenue per user by approximately six percent.