Subscribers to the premium plan were less likely to downgrade or depart, it found, with 28 percent saying they would switch to a lower-priced plan and 6 percent likely to cancel.Īt an increase of $5 per month, even more were likely to cancel or downgrade. Last month, The Diffusion Group surveyed nearly 1,300 adult broadband users who subscribe to Netflix about potential price hikes, splitting them into three different groups and asking about monthly increases of either $1, $3 or $5. The basic $7.99 non-HD plan will now be $8.99, while the premium plan allowing four simultaneous 4K streams increase $2 to $15.99 per month. Netflix’s most popular plan, which had cost $10.99 a month for two HD streams, will now cost $12.99. The popular broadband-delivered subscription service, which has more than 138 million paying subscribers worldwide, on Tuesday announced price increases for new subscribers, with current subscribers to get higher monthly rates over the next three months. Subscribers to streaming video services are sensitive to pricing – sensitive enough that Netflix's planned price hikes could lead to some defections.įacing an increase of $1 more per month, as many as 16 percent of Netflix subscribers are likely to either downgrade to a lower tier plan or cancel the service altogether, finds a recent survey by The Diffusion Group.
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