Netflix has increased the cost of its subscription plans in the United States, marking another price adjustment less than a year and a half after its previous rise.

The updated pricing applies immediately to new customers, while existing subscribers will see the changes reflected in their next billing cycle after receiving advance notice. The ad-supported tier now costs about A$14 per month, up from roughly A$12, while the standard plan rises to around A$31 from A$28. The premium tier increases to approximately A$42, up from about A$39.

For now, the changes are limited to the US market, though similar adjustments have historically made their way to other regions over time.

The move comes as competition among streaming platforms continues to grow, with rivals such as Disney+ expanding their content libraries and HBO Max entering more international markets. Despite this, Netflix appears confident that higher subscription fees will boost overall revenue even if some users choose to cancel.

Netflix

The company has maintained that price increases are tied to continued investment in content and platform improvements. It says additional revenue will support the development of new programming and enhance the viewing experience for subscribers.

The timing of the increase has drawn some scrutiny, particularly after Netflix recently stepped away from a proposed acquisition of Warner Bros Discovery. That decision left the company with an additional A$4.3 billion in available funds, according to comments from its finance chief at a recent investor event.

Critics have questioned whether such reserves could have been used to support content spending without raising prices again. Even so, Netflix appears committed to its current strategy of balancing subscriber growth with higher revenue per user as it navigates an increasingly crowded streaming market.