Netflix is hiking prices again in the U.S., bumping the cost of every major plan just over a year after its last increase, and pushing itself even further into “premium” territory in the streaming wars.

What’s changing

• Standard with ads: Now $8.99 a month, up from $7.99 (+$1).
• Standard (no ads): Now $19.99 a month, up from $17.99 (+$2).
• Premium (no ads): Now $26.99 a month, up from $24.99 (+$2).
• Extra members: Add‑on slots outside your household now cost $7.99 with ads and $9.99 without ads, both up $1.

The new prices are already live on Netflix’s U.S. Plans and Pricing page for anyone signing up today, and will roll out to existing users over the next few weeks as their billing dates come up.

Why Netflix says it’s doing this

Netflix is framing the move as a way to “reflect improvements” in its catalog and service quality, basically arguing that higher prices fund more shows, movies, and new formats. That includes a growing push into live sports, live events, and video podcasts, plus a bigger overall content budget that’s expected to hit around $20 billion in 2026.

It’s also worth noting this is the second U.S. price hike since early 2025, when Netflix raised both its ad‑supported and ad‑free standard plans after adding tens of millions of new subscribers. In other words, the company is clearly comfortable charging more now that password sharing has been cracked down on and growth has stabilized.

How this hits your wallet

For a lot of people, this isn’t a massive jump in a single month, but it does add up over a year:

• Standard with ads: You’ll pay about $12 more a year than before.
• Standard: Roughly $24 more a year.
• Premium: Around $24 more a year as well.

If you’re sharing your account with extra paid members, those new $7.99 or $9.99 add‑on prices make the total bill noticeably steeper than it was just a year ago. That’s pushing more households to think about “rotating” services month‑to‑month instead of staying subscribed to everything all year.

Where Netflix now sits vs rivals

Here’s how Netflix’s new monthly U.S. prices stack up against big-name competitors’ current or recently announced rates for ad‑free plans (or closest equivalents):

On the ad‑free end, Netflix is now one of the most expensive mainstream streamers, especially at $26.99 for Premium. That price puts extra pressure on Netflix to keep delivering those big buzzy hits that justify staying month after month instead of binge‑and‑cancel cycles.

What you can realistically do now

If you’re looking at your bill and wondering whether to stick around, you’ve got a few options:

• Drop a tier: Moving from Premium to Standard knocks a few dollars off, and going from Standard to Standard with ads cuts the monthly hit even further if you can live with commercials.
• Rotate subscriptions: Keep Netflix for a month or two to binge what you want, then cancel and switch to Disney+, HBO Max, Prime Video, or others, and come back when there’s a new season or show you care about.
• Trim extra members: If you’re paying for extra households, consider consolidating or switching those folks to their own ad‑tier accounts.
• Go fully ad‑supported: For casual viewing, the $8.99 ad plan is still cheaper than premium cable or multiple streamers stacked together.