Netflix(NFLX.US)In the US, the first price increase since January last year, with subscription plans rising by up to $2.

Netflix (NFLX.US) announced on Thursday that it is increasing the price of its ad-supported standard subscription plan in the U.S. by $1 to $8.99 per month, helping the company fulfill its revenue growth commitments this year. The ad-free standard plan will be raised by $2 to $19.99 per month, and the premium plan supporting four devices simultaneously will also increase by $2 to $26.99 per month.

In a statement, Netflix said, “We will continue to offer a variety of pricing and plan options to meet different needs.”

This is Netflix’s first price increase in the U.S. since January 2025. The new prices will take effect immediately for new users. Existing users will be notified via email one month before the new prices go into effect.

Netflix attributes the price hike to ongoing investments in content production, including a new season of the hit animated adaptation “One Piece” and the movie “Peaky Blinders: The Immortal.” The company has also ramped up efforts to promote live events, including last week’s BTS reunion concert.

Netflix hinted at a forthcoming price increase when it released its earnings report in January. The company expects that, driven by subscriber growth, price adjustments, and doubled advertising revenue, its total sales could reach up to $51.7 billion this year. At that time, Netflix announced its global paid membership had surpassed 325 million.

As a leader in the streaming TV industry, Netflix exited the bidding for Warner Bros. Discovery’s production and streaming assets last month, paving the way for competitor Paramount’s Teneo Capital to enter the race.

After facing investor skepticism during the bidding war with Warner Bros., Netflix’s stock has rebounded since late February. On Thursday, Netflix closed up 1.4%.