Netflix Stock Is Rising Today – What’s The New Subscription Price?

• Previously, the cost for Standard with ads was $7.99 per month and the Standard plan was $17.99 per month.
• The company also said that it has discontinued its basic plan and users can change their plan at any time.
• TD Cowen said that these increases could flow through to existing users in the coming months.

Netflix (NFLX) shares jumped more than 2% on Thursday after it raised its Standard subscription prices in the U.S., a step that has garnered positive commentary from Wall Street.

The streaming giant also said that it has discontinued its basic plan and users can change their plan at any time. 

New Prices

A Netflix "Plans and Pricing" page for the United States showed that its Standard with ads plan will now be priced at $8.99 per month while its Standard plan will be priced at $19.99 per month. 

Previously, the cost for Standard with ads was $7.99 per month and the Standard plan was $17.99 per month. 

The new prices are in place for new subscribers, however, the company didn’t mention any specific date for these changes in prices to become effective for the existing subscribers. 

Analyst Take

TD Cowen analyst John Blackledge noted that Netflix raised monthly fees for new U.S. sign-ups, estimating that its increases across tiers represent an 11% increase on average across the product suite.

The firm said that these increases could flow through to existing users in the coming months. TD Cowen has a ‘Buy’ rating and $112 price target on Netflix shares. 

How Did Retail Traders React?

Retail sentiment around NFLX stock trended in ‘bearish’ territory amid ‘extremely low’ message volume. 

One bullish user predicted that the stock would cross the $100 mark on Friday. 

Another user called the price hike ‘bullish’.

However, one user criticized the company for raising prices and predicted that many will be cancelling their subscriptions while also noting that it is a bad time for a price hike announcement. 

Shares in the company are flat so far in 2026. 

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