Netflix (NFLX) is currently trading up 1.13%, with 40 Wall Street analysts holding a consensus Strong Buy rating and an average price target of $114.97.
Netflix has raised subscription prices across all of its U.S. plans, effective immediately. The increases range from $1 to $2 depending on the tier.
Breaking: $NFLX (Netflix) effective today will be raising rates across all subscription tiers
• Ad Supported Plan: $7.99 ‣ $8.99
• Standard Plan: $17.99 ‣ $19.99
• Premium Plan: $24.99 ‣ $26.99Remember that investors love to see layoffs and price increases pic.twitter.com/pANl3rDSF5
— Autopilot (@joinautopilot) March 26, 2026
The ad-supported plan now costs $8.99 per month, up from $7.99. The standard plan without ads jumped $2 to $19.99 per month. The premium plan, which allows up to four simultaneous streams, also rose $2 to $26.99 per month.
Extra member pricing moved higher too. Ad-supported add-ons are now $6.99 per additional user, up from $5.99. Ad-free add-ons now cost $9.99, up from $8.99.
This is the first price increase since January 2025.
Netflix has been pointing to its growing content spend as the reason behind higher prices. The company has said it expects to spend $20 billion on content in 2026, a 10% year-over-year increase from the $18 billion spent in 2025.
A big chunk of that budget is going toward live sports. Netflix recently signed a three-year deal with Major League Baseball to stream live games, including the season opener and the Home Run Derby. That deal alone is costing Netflix close to $200 million over three years.
The company has also been expanding into live events and video podcasts, adding new types of content beyond its traditional TV shows and movies.
Netflix said in January it expects full-year 2026 revenue to land between $50.7 billion and $51.7 billion. That forecast was built on growing membership, higher prices, and a projected near-doubling of ad revenue compared to 2025.
The price hike comes just weeks after Netflix failed to complete its bid for Warner Bros. Discovery. After a drawn-out bidding war, Paramount Skydance stepped in with a higher offer and won, acquiring Warner Bros. for $110 billion.
Netflix had been seen as a frontrunner in that deal. The failed acquisition now leaves a gap in the company’s longer-term content strategy.
For now, Netflix is leaning into what it controls: pricing power and original content investment.
Most major streaming platforms have raised prices in recent years as the industry tries to reach sustainable profitability. Netflix has followed that trend consistently.
The company’s stock carries a consensus Strong Buy rating from 40 Wall Street analysts, with 31 Buy and nine Hold recommendations issued in the past three months.
The average analyst price target sits at $114.97, implying roughly 23% upside from current levels.
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