Netflix Subscribers Paying 'Least Per Hour' Compared With Competition, Says Greg Peters: 'Our Pricing Philosophy Is Consistent'

On Thursday, Netflix Inc. said its U.S. pricing inactive delivers superior worth adjacent aft the latest hikes raised immoderate concerns, arguing subscribers wage little per hr of viewing than rival streaming platforms.

During the company's first-quarter net call, Netflix co-CEO Gregory Peters said that the latest U.S. terms increases were agelong planned.

"This alteration was portion of our program for immoderate time," Peters said. He added that Netflix tracks "quality-weighted engagement, program selection, program moves, and retention" earlier making pricing decisions.

Peters noted that the institution raises prices lone aft delivering much value, noting, "Our pricing doctrine is consistent."

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Netflix executives said aboriginal indicators suggest the latest terms hikes are not driving users away. CFO Spencer Neumann pointed to improved retention crossed each regions.

"We saw stronger retention crossed the committee this quarter," Neumann said, adding that engagement reached grounds levels successful some the 4th fourth of 2025 and the archetypal 4th of 2026.

According to the company, these trends are accordant with past terms increases, wherever subscriber behaviour remained stable.

Peters argued that Netflix remains competitively priced contempt higher subscription fees.

"In the United States close now, Netflix, Inc. subscribers are paying the slightest per hr of viewing compared to different SVOD offerings," helium said, adding that competing services tin outgo up to "two times per hour" for akin usage.

The institution besides highlighted its ad-supported tier, present priced astatine $8.99 per month, arsenic an accessible introduction constituent for users.

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In March 2026, Netflix raised U.S. prices for the 2nd clip successful conscionable implicit a year, expanding each 3 plans by astatine slightest $1 arsenic it ramps up spending connected archetypal contented and unrecorded programming.

The determination follows a anterior hike successful aboriginal 2025—the archetypal summation to the modular program successful 3 years, historically its astir fashionable tier.

The latest pricing changes travel weeks aft Netflix walked distant from a woody for Warner Bros. Discovery, opting not to antagonistic Paramount Skydance's $31-per-share bid.