Netflix has taken a major step forward in the streaming wars, but its subscriber growth is accompanied by a further increase in the firm’s prices.
In an increasingly competitive streaming market, where all platforms (Disney+, HBO Max, Paramount+, etc.) are trying to grab market share, Netflix continues to consolidate its dominant position. However, its expansion is taking place in a tense economic context, where inflation seems unstoppable, undermining purchasing power (and therefore leisure consumption), and where the proliferation of subscriptions is weighing on spectators’ budgets.
The situation is therefore increasingly tense, especially for consumers, who are turning to illegal alternatives, such as piracy or IPTV services. And if Netflix still fails to establish itself in the field of video games, on the cinema and series side, the firm continued on the upward slope of its growth, and managed to bring together a historic number of subscribers. And what better way to celebrate a historic record than an increase in subscription prices?
Netflix tops streaming services
During the last quarter of 2024, Netflix managed to attract 19 million new subscribers. A miraculous harvest for which the firm of Reed Hastings and Marc Randolph can thank the second season of Squid Gamebut also the boxing match between Mike Tyson and Jake Paul, which was the most watched sporting event in streaming in 2024. This jump in the number of subscriptions brings the total number of Netflix subscribers at 301.6 million, which ensures its status as the undisputed leader in video streaming.
For comparison, here are the subscriber numbers for the major streaming services, based on data available through the fourth quarter of 2024:
- Amazon Prime Video : more than 200 million subscribers.
- Disney+ : 158.6 million subscribers.
- HBO Max : 100 million subscribers.
- Paramount+ : 72 million subscribers.
- Apple TV+ : 25 million subscribers.
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Despite this colossal number of subscribers, to support its continued investments in its original creations and maintain its profitability, Netflix announced an increase in its prices in the United Stateseffective January 21, 2025. The Standard ad-free plan increased from $15.49 to $17.99 per month, while the Premium plan was adjusted from $22.99 to $24.99 per month. Additionally, the ad-supported plan also saw its price increase for the first time, from $6.99 to $7.99 per month.
This decision is part of a broader trend in the sector, where several streaming services have revised their prices upwards. Platforms like HBO Max, Paramount+, as well as Disney+ and Hulu have all made similar increases. And these price increases could continue in the coming months and years.
Although these Netflix price increases currently only affect the other side of the Atlantic, it is likely that other markets, including France, will be affected in the future. Historically, Netflix price adjustments in the United States have often been followed by similar increases in other regions. French subscribers should therefore expect a possible price revision in the coming months.
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It’s a rich man’s world
For 2025, Netflix projects record revenues of between $43.5 billion and $44.5 billion, with an operating margin of 29%. For comparison, the Red N firm had reported sales of $33.7 billion for the 2023 financial year. These optimistic forecasts reflect the company’s confidence in its ability to maintain growth despite a market saturated.
Separately, Netflix announced that it would no longer publish quarterly reports on subscriber numbers, preferring to focus on financial indicators such as revenue and profit. This decision is much more meaningful than it seems: it undoubtedly reflects a profound strategic evolution of the brand, which now wants emphasize profitability rather than simple user growth.
And to strengthen its turnover, Netflix plans to bet big on advertising revenue. Mike Proulx, research director at the consulting firm Forrester, confirmed that the company would be making an even stronger commitment to sponsorship and agreements with third-party advertisers:
“Streaming platforms are all looking for advertising revenue to accelerate the growth of their turnover. It’s no secret that live programming with massive audiences incentivizes big brands to spend. In 2025, there will be more choices in terms of ad formats, partnerships and technical options for targeting Netflix users. »
To carry its year 2025, Netflix will be able to count on its big posters: the fifth and final season of Stranger Thingsseason 3 of Squid Gameand the second season of Wednesday.
For 2026, Netflix will also use the case of Narnia by Greta Gerwig as a test: the film will be released in theaters on Thanksgiving 2026 before arriving on its platform for Christmas 2026. If success is achieved, it is likely that the platform will engage even more in projects intended for cinemas.
