**Netflix Executives Hint at Possible Price Hike in the U.S. Amid Strong Quarterly Earnings**

Netflix executives recently addressed the pressing question on investors' minds during the announcement of their robust third-quarter earnings report: when will they increase prices in the U.S.? Co-CEO Greg Peters emphasized that Netflix's pricing strategy has remained stable for years. He highlighted their core principle of continuously delivering added value to members each quarter, which is then evaluated through metrics like engagement, acquisition, and retention. Based on these evaluations, Peters hinted that occasional price adjustments might be necessary to continue investment and value enhancement.

Netflix has raised prices on various plans in the U.S. and Canada six times since 2015, with the most recent hike occurring in 2023. As competition in the streaming industry has intensified, newcomers have also raised their fees, particularly for ad-free and stand-alone services. For instance, Apple TV+, which debuted at $5.99 per month in November 2019, now charges $9.99. This trend of rising streaming costs coincides with a significant increase in consumer goods prices, though the inflation rate has recently moderated.

During a recent video call centered on the company's quarterly performance, Peters did not disclose a specific timeline for a potential price hike in the U.S. Netflix has recently revamped its earnings call format to a live event, replacing the previous structured setup with an analyst as moderator. Spencer Wang, Vice President of Finance, IR and Corporate Development, now conducts the quarterly discussions, citing analysts' submissions before reading their questions aloud.

In response to a question from Rich Greenfield at Lightshed Partners about why Netflix wouldn't raise prices soon given the strong content lineup into 2025, Peters humorously suggested inviting Greenfield to join their pricing committee. CFO Spence Neumann joined in the jest, adding he might leave the committee to make space for Greenfield.

Another analyst inquired about the pricing gap between the $6.99 Basic With Ads tier and the popular Standard plan, priced at $15.49 in 2022. Peters reiterated that the Basic With Ads plan offers exceptional value and stated that Netflix plans to maintain a variety of pricing options. Each plan, he explained, must justify its existence by providing sufficient value without adding to consumer confusion.

Peters acknowledged that Netflix has recently raised rates in a few countries outside the U.S., often testing these changes before broader implementation. In their quarterly letter to shareholders, Netflix disclosed that prices have gone up in parts of the EMEA region and Japan, with forthcoming increases in Spain and Italy starting the next day.