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. Revenue was up 16% year-over-year. 

In a Tuesday letter to shareholders, the company said the price hikes – which affect most plans in the U.S., Canada, Portugal and Argentina – allow the company to reinvest "to further improve Netflix."

"We listen for signals like engagement, retention, acquisition," and other secondary signals, co-CEO Greg Peters said in a Tuesday earnings call. "All to tell us when we've achieved that increase in value. And when we've done, then we asked them to pay a bit more to keep that virtuous cycle going."

Netflix’s 2025 subscription prices include: 

• The ad-supported tier at $7.99 per month, up from $6.99. 
• The standard ad-free tier at $17.99 per month, up from $15.49.  
• The premium tier at $24.99 per month, up from $22.99.  

Netflix will notify members of the price changes via email starting Tuesday, with the price hikes going into effect during the next billing cycle. New members will see the updated prices immediately, according to Netflix spokesperson MoMo Zhou.

Netflix’s letter also said the company will introduce a new “Extra Member with Ads” plan in 10 countries. According to the company's website, standard and premium subscribers in the U.S. can add extra members outside of their household to their plan for another $6.99 per month with ads. Without ads, it's another $8.99 per month, up from $7.99.