European Price Hikes
Netflix raises subscription prices across Germany, Austria, and the UK amid rising costs.
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Key Points
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Netflix has not yet launched its ad-supported tier in Austria, but plans to introduce the cheaper option next year, leaving Austrian customers with fewer plan choices for now.
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The German Premium plan includes 4K picture quality and 3D audio, while the older ad-free Basic plan is being phased out, potentially pushing remaining users toward more expensive options.
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Citi estimates the changes will affect about 18% of Netflix’s subscribers across Europe, the Middle East and Africa and roughly 6% of its global customer base; it projects German and Austrian ARPU increases of 24% and 15%, respectively.
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Citi said Germany and Austria’s consent requirements could delay part of the financial benefit until fiscal year 2027, citing Spotify’s 90-day agreement period for a comparable price increase in those markets in August 2025.
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The UK increase comes as VodafoneThree prepares to launch Vodafone TV in October, bundling free channels with Netflix and HBO Max while also offering access to ad-supported services such as Tubi; Netflix has more than 18 million UK subscribers.
Netflix is raising prices across Germany, Austria, and the UK in a push to boost revenue from its European subscriber base. In Germany, the ad-supported plan jumps to €6.99 monthly, Standard to €15.99, and Premium to €21.99—its first increase since April 2024. Express reported that UK customers face even steeper hikes, with the cheapest ad-supported plan jumping 33% from £5.99 to £7.99 per month.
The streaming giant is betting that higher prices will lift revenue per user across the region, though German and Austrian consumer-protection rules could delay the financial payoff. Keighley News noted that existing UK subscribers will receive advance notice, while the legacy ad-free Basic plan is being phased out entirely in Germany to push users toward pricier options.
Germany and Austria Get First Price Hike in 18 Months
Netflix's German customers will see immediate price increases across all three tiers. The Standard plan climbs to €15.99, while Premium subscribers now pay €21.99 for 4K picture quality and 3D audio. The company is also raising its extra-member fee—a charge for account sharing beyond household members.
Austria is following suit with similar pricing: Basic at €10.99, Standard at €15.99, and Premium at €21.99. However, Austria lacks Netflix's ad-supported tier entirely. The company plans to launch that cheaper option next year, temporarily limiting Austrian customers' plan choices.
Consumer Rules Could Delay Financial Gains Until 2027
German and Austrian law requires explicit consent from existing customers before price hikes take effect—a hurdle that may push some revenue recognition into fiscal 2027. Spotify faced a similar 90-day consent period when raising prices in those markets in August 2025, delaying its financial benefit.
Analyst firm Citi estimates these changes will affect roughly 18% of Netflix's European, Middle Eastern, and African subscriber base—or about 6% of its global customer base. Citi projects German ARPU (average revenue per user) will jump 24% and Austrian ARPU by 15%.
UK Market Faces Biggest Price Jump Amid Competition Shift
The UK's cheapest plan is getting crushed by the 33% increase to £7.99 monthly. Netflix has more than 18 million UK subscribers, making it a crucial market for the company. Keighley News reported the hike applies to both new and existing customers, who receive one month's notice.
The timing is tight: VodafoneThree is launching Vodafone TV this October, bundling free channels with Netflix and HBO Max while also offering access to ad-supported services like Tubi. The bundle could tempt cost-conscious viewers to switch, raising pressure on Netflix to justify its new pricing through exclusive content and service improvements.
Legacy Ad-Free Plan Quietly Exits Germany
Netflix is phasing out its old ad-free Basic plan in Germany entirely. This forces remaining users to upgrade to Standard or Premium—a subtle but effective way to boost revenue from users who previously chose the cheapest option. The move eliminates choice while raising the average price customers pay.
This strategy mirrors Netflix's global playbook: eliminate cheap tiers, promote ad-supported plans, and push price-conscious users toward higher-tier options or out of the service altogether. The question is whether customers will accept the squeeze or defect to cheaper competitors.
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