Netflix has quietly hiked its prices once again. The streaming giant’s most affordable, ad-supported tier now costs $8.99 per month, up from the previous $7.99 monthly subscription fee, Netflix confirmed to TechCrunch in an email.

The standard plan without ads also now costs $19.99 per month, a $2 increase from the previous $17.99 subscription fee, while the premium plan is also going up by $2 and will now cost $26.99 per month.

It’s also getting more expensive to add extra viewers outside of your household. To add a user to an ad-supported plan, it now costs $6.99 instead of $7.99. If you’re adding an extra viewer to an ad-free plan, it now costs $9.99 as opposed to $8.99.

The company told TechCrunch that the changes are designed to reflect improvements to its “wide range of entertainment” and the quality of its service.

The price hikes were first spotted by Android Authority.

Netflix says new members who sign up will see the new plan prices from March 26, while existing subscribers will see the updated prices roll out over the coming months. Existing members will be notified by email a month before the new prices are applied to them.

Netflix last raised prices in January 2025. Since then, the company has updated its platform with a series of new additions, including the rollout of video podcasts as well as more livestreaming content. The company also recently announced plans to revamp its mobile app and expand its short-form video feature.

The new increases come as Netflix last month backed out of a bid for Warner Bros. Discovery.

Warner Bros. Discovery had announced that Paramount Skydance’s offer of $31 a share was a “superior proposal” and had given Netflix four business days to counter. Netflix then said it would not raise its $82.7 billion all-cash bid for the studio, ultimately walking away from the deal.