Netflix Raises UK Prices, With Ad-Supported Tier Up 33%

ad-supported streaming netflix pricing strategy streaming subscription pricing Sep 08, 2026

Netflix has raised prices across all three of its UK subscription plans, with the biggest percentage increase landing on its lowest-priced, ad-supported tier.

Standard with adverts rose from £5.99 to £7.99 a month, an increase of 33.4%. Standard increased from £12.99 to £13.99, up 7.7%, while Premium moved from £18.99 to £20.99, up 10.5%. Both Extra Member options increased by £1.

The new prices took effect for new UK customers on September 3. Existing subscribers will receive notice before the higher price reaches their billing cycle.

The UK pricing ladder is moving at different speeds

Before this increase, Standard with adverts was £7 cheaper each month than ad-free Standard. That gap is now £6. Premium has also crossed £20 a month for the first time.

Look back one more pricing cycle and the movement is even clearer. Before Netflix's February 2025 increase, Standard with adverts cost £4.99, Standard cost £10.99 and Premium cost £17.99. From those prices to today's rates, the ad-supported tier has increased about 60%, compared with roughly 27% for Standard and 17% for Premium. The bottom of Netflix's UK pricing ladder has been moving faster for a while.

Netflix took a different approach in the U.S.

Netflix's U.S. increase earlier this year followed a different pattern. In March, the ad-supported plan increased from $7.99 to $8.99, up 12.5%. Standard rose from $17.99 to $19.99, up 11.1%, while Premium increased from $24.99 to $26.99, up 8%.

Those increases largely preserved the relationship between the U.S. ad-supported and Standard plans. The monthly gap actually widened from $10 to $11. In the UK, it narrowed from £7 to £6.

Netflix says recent price increases are going as expected

Netflix also has some recent results to judge against. In the second quarter, U.S. and Canada revenue grew 10%. Netflix said that result included part of the impact from its recent price change and described the increase as having gone well and as expected.

Management said price changes made during the first half of the year in the U.S., Mexico and Spain were also performing consistently with previous increases and company expectations. Netflix doesn't disclose enough plan-level information to tell us how much revenue came specifically from the U.S. increase or how it affected plan choice and retention.

Insider Take

Netflix had a recent U.S. price increase that was working as expected, yet it chose a different pricing pattern in the UK. That's the useful observation for subscription operators.

Netflix says it tests plans and price points to better understand customer demand. Co-CEO Greg Peters has also said signals including plan selection, plan movement and retention help the company decide when to change prices and by how much. The UK move shows what that kind of market-specific pricing can look like in practice. The plans can stay essentially the same while the price gap between them changes from one market to another.

Netflix hasn't said what it saw in the UK that supported a 33% increase at the entry point. What happens to plan choice and retention now may tell us how much of a price gap the ad-supported tier needs in that market.

For operators working across markets, that's the piece worth carrying forward. A pricing approach that works in one market can inform the next decision without becoming the template for every market.

Related Member Resource

Netflix’s UK changes show how much can sit behind a price increase. Members can use this playbook to review the customer, financial and operating questions before changing subscription prices.

Planning a Subscription Price Increase: Readiness and Rollout Playbook