The company raised subscription prices across most plans in the U.S. and several other markets. It added 19 million subscribers in the fourth quarter of last year.

Netflix executives warned several times that a price increase could be on the way soon over the course of 2024. Throughout 2024, streaming customers watched with horror as service after service announced new price increases.

Netflix is starting off the new year with another subscription price hike. The latest price change, Netflix's first in the U.S. since October 2023, comes after the company reported adding a record 19 million new subscribers in the most recent quarter for a total of 302 million members.