Would You Pay More for Netflix? Survey Shows Most of the Streamer’s Customers Willing to Spend Extra Even After Price Hikes
Netflix just raised prices in the U.S. six months ago. But a recent survey suggests that the No. 1 premium streaming service could hike its fees again and the majority of customers would be OK with that.
Wall Street research firm TD Cowen fielded a survey of 2,500 U.S. consumers in May 2025. One of the questions it asked of Netflix customers was whether they would be willing to pay more than they currently do. The results? The percentage of Netflix members who said they would be willing to pay at least $1 more per month increased to 54%, up from 49% in the second quarter of 2024.
That said, a significant portion of respondents — 46% — on TD Cowen’s most recent survey said they would cancel Netflix service if it raised prices at all.
Overall, though, “we view this as a positive signal for longer-term pricing power given NFLX’s most recent US pricing increase in Jan ’25,” TD Cowen analysts led by John Blackledge wrote in a July 8 research note providing a preview of second quarter 2025 expectations.
In January 2025, Netflix announced price hikes across all plans in the U.S. and other markets (Canada, Portugal and Argentina). That included the Standard ad-free plan in the U.S., which increased from $15.49 to $17.99 per month, as well as the first increase for the ad-supported tier, which increased $1 to $7.99 per month.
Netflix is set to report Q2 2025 earnings after market close on Thursday (July 17). The company is no longer reporting subscriber numbers on a regular basis, so investors will be looking for commentary around content spending, traction of the ad-supported tier, Netflix’s live programming strategy and other trends. Wall Street analysts on average anticipate Netflix posting Q2 revenue of $11.07 billion (which would be up 16%) and earnings per share of $7.08 (up 45% year over year), according to LSEG .
TD Cowen’s model forecasts Netflix revenue growing at a compound annual growth rate (CAGR) of about 11% from 2025-30. The analyst firm maintains a “buy” rating on Netflix stock with a 12-month price target of $1,440 per share.
Here are the survey results from TD Cowen on the question of pricing:
Would You Be Willing to Pay a Higher Monthly Price For Netflix?
Source: TD Cowen proprietary consumer tracking survey, May 2025
Pictured above: Lee Jung-jae as Seong Gi-hun in Netflix’s “Squid Game” Season 3
Wall Street research firm TD Cowen fielded a survey of 2,500 U.S. consumers in May 2025. One of the questions it asked of Netflix customers was whether they would be willing to pay more than they currently do. The results? The percentage of Netflix members who said they would be willing to pay at least $1 more per month increased to 54%, up from 49% in the second quarter of 2024.
That said, a significant portion of respondents — 46% — on TD Cowen’s most recent survey said they would cancel Netflix service if it raised prices at all.
Overall, though, “we view this as a positive signal for longer-term pricing power given NFLX’s most recent US pricing increase in Jan ’25,” TD Cowen analysts led by John Blackledge wrote in a July 8 research note providing a preview of second quarter 2025 expectations.
In January 2025, Netflix announced price hikes across all plans in the U.S. and other markets (Canada, Portugal and Argentina). That included the Standard ad-free plan in the U.S., which increased from $15.49 to $17.99 per month, as well as the first increase for the ad-supported tier, which increased $1 to $7.99 per month.
Netflix is set to report Q2 2025 earnings after market close on Thursday (July 17). The company is no longer reporting subscriber numbers on a regular basis, so investors will be looking for commentary around content spending, traction of the ad-supported tier, Netflix’s live programming strategy and other trends. Wall Street analysts on average anticipate Netflix posting Q2 revenue of $11.07 billion (which would be up 16%) and earnings per share of $7.08 (up 45% year over year), according to LSEG .
TD Cowen’s model forecasts Netflix revenue growing at a compound annual growth rate (CAGR) of about 11% from 2025-30. The analyst firm maintains a “buy” rating on Netflix stock with a 12-month price target of $1,440 per share.
Here are the survey results from TD Cowen on the question of pricing:
Would You Be Willing to Pay a Higher Monthly Price For Netflix?
Source: TD Cowen proprietary consumer tracking survey, May 2025
Pictured above: Lee Jung-jae as Seong Gi-hun in Netflix’s “Squid Game” Season 3