Netflix is increasing its subscription prices in the US, with new pricing increases across all major plans including the ad-supported tier and standard and premium plans increasing by $1 to $8.99 per month. The company attributes these changes to continued investment in programming and user experience. New subscribers will begin seeing the updated prices immediately, with existing customers expected to be notified in the coming months. This follows a trend of increasing monthly costs across the industry to boost revenue and offset production expenses.