Netflix announced another round of price increases on March 26, 2026. This is the second time the company has raised subscription fees in just over a year, and many customers are not happy. Some have canceled their recurring plans. Others plan to subscribe only when a show they want to watch is out, then cancel again.

What changed

Here are the new US prices that Netflix updated on its site:

  • Standard With Ads now $8.99 per month (up from $7.99)
  • Standard No Ads now $19.99 per month (up from $17.99)
  • Premium No Ads now $26.99 per month (up from $24.99)

The fee to add an extra member to a plan has also risen by $1. It is now $6.99 per person per month for ad-supported plans and $9.99 per person per month for ad-free plans. These updated costs apply to both new and existing customers as of March 26, 2026.

How people reacted

Reaction was immediate and loud. Some subscribers said they canceled right away. Others described a pattern of rotating subscriptions, where they pay for a month or two to watch a title, then cancel. That approach is becoming common across streaming platforms.

Many users compared the current model to cable. Complaints focused on rising ad-free prices that make it unrealistic for a typical viewer to subscribe to multiple ad-free services. Some warned that continued small increases could push total monthly costs close to the price of a cable bundle if a household uses several services.

Other subscribers criticized the timing and value. Several noted this is the second increase in consecutive years and asked what new content or improvements justify the extra cost. A recurring complaint was that users see higher bills without clear signs of more or faster content production.

There were also calls for gestures toward customers. Some suggested Netflix could have used any windfall from recent corporate bidding activity to give subscribers a temporary discount or credit. That idea did not materialize.

Why Netflix says it increased prices

Netflix points to investment in programming, platform improvements, and higher production costs. The company says price adjustments let it reinvest in content and the viewing experience, and that changes can also reflect local market conditions such as taxes or inflation.

This follows a similar message when Netflix raised prices earlier in January 2025. The company frames periodic price updates as a way to fund ongoing improvements and to keep competing in a crowded streaming market.

Where this fits in the bigger picture

Netflix is not alone. Other services such as Disney+, Crunchyroll, HBO Max, Prime Video, and Paramount+ have also raised prices in recent years. Netflix remains the largest streamer with roughly 325 million subscribers worldwide, which shapes how users assess the impact of cancellations.

Some commenters argued that even a large number of cancellations would not significantly hurt the company’s revenue given its subscriber base. Others said their decision to cancel was about personal value, not harming Netflix.

Tubi’s response and free alternatives

Free, ad-supported services reacted quickly. Tubi responded on social media with a light jab about staying free. Tubi is funded entirely by advertising, so users do not pay a subscription fee. That prompted users to highlight older or niche titles on free platforms that some find attractive compared with the changing paid landscape.

Quick takeaway

The price hike highlights tension between rising costs for streamers and subscriber expectations. Some viewers will pay, some will cancel, and many will adopt rotating subscriptions or move to free ad-supported options. Netflix says the increases support investment in content and technology. Viewers say they want to see more value for their money before agreeing to pay more.