Netflix has raised subscription prices for all U.S. users, marking the first increase in more than a year, according to reports from TheWrap. The streaming platform’s ad-supported Standard plan rose to $8.99 per month, while the ad-free Standard plan and Premium plan increased to $19.99 and $26.99 per month, respectively.

Subscribers wishing to add extra members to their accounts face additional fees: Standard plans may add members for $7.99 per month with ads or $9.99 without, while Premium plans can now include up to two additional members. Netflix said the changes will roll out over the coming weeks, with existing subscribers receiving email notifications one month before the new rates take effect.

The company signaled the price increases earlier this year, following its fourth-quarter 2025 earnings report, and projects U.S. revenue of $50.7 to $51.7 billion in 2026, a 12–14 percent growth. Netflix also expects ad revenue to double from 2025 levels, reaching $3 billion.

The announcement drew attention on social media. Senator Elizabeth Warren criticized the timing, citing Netflix’s $2.8 billion payout from Paramount for a prior deal. Rival streaming service Tubi responded with a tongue-in-cheek message, noting it is “raising my price from free to free.”

This price adjustment follows an earlier 2025 increase for the Standard With Ads plan, reflecting Netflix’s ongoing strategy to expand revenue through higher subscription fees and advertising income.