Netflix (NASDAQ:NFLX) shares climbed 1.1% to $93.32 on Thursday, providing a much-needed lift for the stock following a period of underperformance.
The rally was triggered by the company’s announcement of a comprehensive price increase across all subscription tiers, a move that markets interpreted as a high-margin revenue catalyst rather than a significant risk to subscriber retention.
Under the new pricing structure, the ad-supported standard plan rose $1 to $8.99 per month.
The ad-free standard and premium tiers saw more substantial increases of $2, bringing their monthly costs to $19.99 and $26.99, respectively.
This adjustment marks the second major price hike since early 2025, signaling a roughly fourteen-month cadence in Netflix’s monetization strategy.
Management framed the decision as a necessary reinvestment into its $20 billion annual content budget, which increasingly includes high-value live events and video podcasts.