Whether Netflix plans to increase the prices of its streaming subscriptions in the future has been raised again as it approaches its soon-to-be announced third-quarter results.

Netflix subscribers in the US must pay a monthly fee of $6.99 for the ad-supported subscription, while the Standard and Premium tiers are $15.49 and $22.99 per month. Both plans are ad-free.

The streaming giant’s most recent surge occurred in the fall of last year, when US subscribers saw the prices of the since-discontinued Basic plan and Premium plan rise. The cost of those Netflix subscriptions also rose in Great Britain and France at the same time.

A hand holding a TV remote with a “Netflix” button is seen in front of a TV screen with the Netflix logo. (Nikos Pekiaridis/NurPhoto via Getty Images / Getty Images)

Oppenheimer & Co. said in an Oct. 9 research note that it expects “an increase in Premium pricing for other regions, and more importantly, an increase of 8% to 15% over the Standard plan.”

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The company’s Jason Helfstein said the price of the Standard plan has remained stable since January 2022, when Netflix increased it by $1.50 in the US.

“In January 2022, the NFLX Standard Plan cost a 53% premium over competitors, which is now 4%. Meanwhile, the plans are 18%/9%/3% cheaper than Hulu/Max/Disney+ in the US,” said he in the note. “Additionally, a 15% increase represents a 23% discount on the Premium plan, in line with the historical average.”

“Strong ratings in the third quarter and strong content in the fourth quarter, including NFL, should further reduce churn risk,” Helfstein also said.

The Netflix logo appears on a mobile phone screen with the Netflix website in the background. (Beata Zawrzel/NurPhoto via Getty Images/Getty Images)

Oppenheimer, taking into account the potential increase, increased its estimates for average revenue per member for the fourth quarter and fiscal year 2025 by 2%.

Macquarie US Equity Research senior media tech analyst Tim Nollen raised his price target for Netflix on Friday, saying in a research note that he was “confident in long-term advertising levels driven by sports and potential price increases.” The note offered insights on media technology companies ahead of third-quarter earnings reports.

The analyst suggested there could be a potential increase in the pipeline for US subscribers.

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“We think Netflix has strong pricing power as it has not increased prices at the standard level since January ’22. Hulu and Max are now both more expensive than standard Netflix,” Macquarie’s research note said. “Netflix can also reduce churn because it has the lowest-priced video streaming service at $6.99 with ads, illustrating its strong value for money.”

FOX Business has reached out to Netflix for comment.

Netflix executives have told analysts and investors that it looks at signals such as membership acquisition, engagement and retention when determining when to raise subscription prices.

Earlier this year, co-CEO Gregory Peters said Netflix saw the crackdown on password sharing as a “substitute price increase” and did not increase subscription prices during the rollout of that initiative.

The Netflix logo appears on a smartphone screen. (Rafael Henrique/SOPA Images/LightRocket via Getty Images/Getty Images)

Netflix last year began seriously limiting Netflix account sharing to those who “live together in one household,” giving those outside a household their own separate membership or becoming an “additional member” on the account that they used.

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The “extra members” cost extra – $7.99 per month in the US – and have given the streaming giant a boost in subscribers and revenue.

“We offer different price points so consumers can choose a plan that best suits their circumstances and needs,” the company says on its website. “Additionally, we adjust pricing periodically as this allows us to invest in the service to better serve our members. We also test different approaches to pricing (including different plans and price points) to better understand consumer demand .”

Netflix and its content platform are available in more than 190 countries around the world.