Netflix is raising prices again | The VergeSkip to main contentThe homepageThe VergeThe Verge logo.The VergeThe Verge logo.TechReviewsScienceEntertainmentAIPolicyHamburger Navigation ButtonThe homepageThe VergeThe Verge logo.Hamburger Navigation ButtonNavigation DrawerThe VergeThe Verge logo.Login / Sign UpcloseCloseSearchTechExpandAmazonAppleFacebookGoogleMicrosoftSamsungBusinessSee all techReviewsExpandSmart Home ReviewsPhone ReviewsTablet ReviewsHeadphone ReviewsSee all reviewsScienceExpandSpaceEnergyEnvironmentHealthSee all scienceEntertainmentExpandTV ShowsMoviesAudioSee all entertainmentAIExpandOpenAIAnthropicSee all AIPolicyExpandAntitrustPoliticsLawSecuritySee all policyGadgetsExpandLaptopsPhonesTVsHeadphonesSpeakersWearablesSee all gadgetsVerge ShoppingExpandBuying GuidesDealsGift GuidesSee all shoppingGamingExpandXboxPlayStationNintendoSee all gamingStreamingExpandDisneyHBONetflixYouTubeCreatorsSee all streamingTransportationExpandElectric CarsAutonomous CarsRide-sharingScootersSee all transportationFeaturesVerge VideoExpandTikTokYouTubeInstagramPodcastsExpandDecoderThe VergecastVersion HistoryNewslettersArchivesStoreVerge Product UpdatesSubscribeFacebookThreadsInstagramYoutubeRSSThe VergeThe Verge logo.Netflix is raising prices againComments DrawerCommentsLoading commentsGetting the conversation ready...StreamingCloseStreamingPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All StreamingEntertainmentCloseEntertainmentPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All EntertainmentNewsCloseNewsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All NewsNetflix is raising prices againNetflix’s cheapest plan now costs $8.99 / month.Netflix’s cheapest plan now costs $8.99 / month.by Emma RothCloseEmma RothNews WriterPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Emma RothMar 26, 2026, 7:05 PM UTCLinkShareGiftIllustration by Alex Castro / The VergePart OfStreaming keeps getting more expensive: all the latest price hikessee all updates Emma RothCloseEmma RothPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Emma Roth is a news writer who covers the streaming wars, consumer tech, crypto, social media, and much more. Previously, she was a writer and editor at MUO.Netflix’s prices just went up, with its cheapest, ad-supported tier now reaching $8.99 / month (up from $7.99 / month), according to an updated support page spotted earlier by Android Authority. The standard and premium plans are also getting a hike, going from $17.99 to $19.99 / month and $24.99 to $26.99 / month, respectively.The streaming giant last raised its prices in January 2025 and has made several updates to its platform since then, including launching video podcasts, continuing a push into live events, rolling out new TV games, and revamping its interface on both its TV app and mobile. It also nearly acquired the Warner Bros. studio and its streaming service, HBO Max, for $83 billion before declining to match a higher bid from Paramount.

Netflix reported earning $1.5 billion from its growing advertising business in 2025, a fraction of the $12.05 billion in revenue it raked in throughout the year. Its most recent price hike follows a steady stream of increases from Prime Video, Crunchyroll, Paramount Plus, HBO Max, and Apple TV Plus.Netflix didn’t share its reasoning for the price hike this time around, as it last cited delivering “more value for our customers.” It’s also unclear when the price hike will go into effect for existing subscribers. The Verge reached out to Netflix with a request for comment but didn’t immediately hear back.Follow topics and authors from this story to see more like this in your personalized homepage feed and to receive email updates.Emma RothCloseEmma RothNews WriterPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Emma RothEntertainmentCloseEntertainmentPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All EntertainmentNetflixCloseNetflixPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All NetflixNewsCloseNewsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All NewsStreamingCloseStreamingPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All StreamingMore in: Streaming keeps getting more expensive: all the latest price hikesAmazon Prime Video nearly doubles the price to go ad-free and stream 4K videoEmma RothMar 13Crunchyroll is raising prices againJay PetersFeb 2Paramount Plus is getting a price hike in early 2026Emma RothNov 10, 2025Most PopularMost PopularThe United States router ban, explainedSeiko resurrected a 44-year-old digital watch NASA astronauts wore to spaceIntel and LG Display may have beaten Apple and Qualcomm with the best laptop battery life everThe best deals we’ve found from Amazon’s Big Spring Sale (so far)Disney’s big bets on the metaverse and AI slop aren’t going so wellThe Verge DailyA free daily digest of the news that matters most.Email (required)Sign UpBy submitting your email, you agree to our Terms and Privacy Notice. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.Advertiser Content FromThis is the title for the native adMore in StreamingStreaming keeps getting more expensive: all the latest price hikesSpotify is letting artists manually approve releases to combat AI fakesDisney’s big bets on the metaverse and AI slop aren’t going so wellMeta and YouTube found negligent in landmark social media addiction caseOpenAI just gave up on Sora and its billion-dollar Disney dealFor All Mankind will end with season 6Streaming keeps getting more expensive: all the latest price hikesVerge StaffTwo hours agoSpotify is letting artists manually approve releases to combat AI fakesTerrence O'BrienMar 25Disney’s big bets on the metaverse and AI slop aren’t going so wellCharles Pulliam-MooreMar 25Meta and YouTube found negligent in landmark social media addiction caseLauren FeinerMar 25OpenAI just gave up on Sora and its billion-dollar Disney dealRichard LawlerMar 24For All Mankind will end with season 6Andrew WebsterMar 24Advertiser Content FromThis is the title for the native adTop Stories5:30 PM UTCMy brief, weird time with the Samsung TriFold2:00 PM UTCWhy a two-seater robotaxi makes more sense than you think3:31 PM UTCEveryone hates Ticketmaster. Why’d Trump go easy on them?VideoMar 25The United States router ban, explained1:00 PM UTCThe versatile Play speaker is a great way into the Sonos world28 seconds agoAnker’s wireless charging pad offers Qi2 speeds for $15The VergeThe Verge logo.FacebookThreadsInstagramYoutubeRSSContactTip UsCommunity GuidelinesArchivesAboutEthics StatementHow We Rate and Review ProductsCookie SettingsTerms of UsePrivacy NoticeCookie PolicyLicensing FAQAccessibilityPlatform Status© 2026 Vox Media, LLC. All Rights Reserved

Netflix has once again implemented a price increase for its subscription tiers, a move reflecting a broader trend within the streaming industry. As reported by The Verge, the company’s lowest-priced, ad-supported plan is now priced at $8.99 per month, an increase from the previous rate of $7.99. Simultaneously, the standard plan has risen from $17.99 to $19.99, while the premium plan’s cost has increased from $24.99 to $26.99. This adjustment follows a price hike enacted in January 2025, signaling a sustained effort by Netflix to bolster its revenue streams. The company’s strategy is further underscored by its recent financial performance, reporting $1.5 billion in advertising revenue within the year 2025, a significant figure compared to its overall revenue in the same period.

The price increases mirror those observed across other major streaming services such as Prime Video, Crunchyroll, Paramount Plus, HBO Max, and Apple TV Plus, suggesting a competitive landscape where services are continually attempting to monetize their offerings. While Netflix has not explicitly detailed its rationale for this latest price adjustment, it previously cited delivering “more value for our customers” as justification for previous increases. Currently, the impact of this change on existing subscribers is uncertain, and the company has not yet provided a timeline for when the price hike will take effect.

Netflix’s actions are partly influenced by its shifting priorities, including investments in video podcasts, live events, and new TV games, alongside the near-miss acquisition of Warner Bros. studio and its streaming service HBO Max. The company’s substantial revenue growth—approximately $12.05 billion in revenue throughout 2025—highlights the success of its advertising strategy. The increase in price also appears to be timed with the ongoing pressure from competitors, who have themselves been increasing their subscription fees, indicating a continued battle for market share within the increasingly crowded streaming sector. The Verge’s investigation into this matter indicates a desire for clarification from Netflix regarding the timing of this price change, which has not yet been provided.