Netflix Raises U.S. Plan Prices Second Time in Year

Netflix has increased subscription prices for its three main U.S. plans, marking the second hike in just over a year. The changes, updated on the company's website on Thursday, raise the cost of the Standard with Ads plan to $8.99 per month, up $1 from $7.99. The ad-free Standard plan, which allows viewing on two devices at once, now costs $19.99, a $2 increase from $17.99. The Premium plan, supporting four simultaneous streams with Ultra HD and HDR, rises $3 to $26.99 from $24.99.

New subscribers will face the higher rates starting March 26. For existing members, the increases will roll out over the coming weeks, with notifications sent via email at least one month in advance based on individual billing cycles. Netflix also raised its extra member slot fee by $1, to $6.99 for ad-supported plans and $9.99 for ad-free ones.

The company attributes the adjustments to ongoing investments in content and user experience. "Our approach remains the same," Netflix said in a statement. "We continue offering a range of prices and plans to meet a variety of needs, and as we deliver more value to our members we are updating our prices to enable us to reinvest in quality entertainment and...