Handelsblatt1 hour agoBusiness1 min readGermany

Netflix increases prices in Germany: Premium subscription now 21.99 euros

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Netflix has increased the prices for its subscriptions in Germany.
The premium subscription now costs 21.99 euros instead of 19.99 euros, the standard subscription costs 15.99 euros instead of 13.99 euros and the advertising-financed subscription costs 6.99 euros instead of 4.99 euros.
In addition, the fees for users outside the household increase.

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Why It Matters

Netflix regularly increases the prices for its streaming subscriptions, most recently in April 2024 in Germany. The company justifies the increases with the continuously expanding offering and high investments in content. Despite price increases, enough customers accept the higher costs so that the business continues to grow.

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It's that time again: Netflix is also becoming more expensive in Germany. As usual, the video streaming market leader points to the larger offering as justification.

Netflix regularly increases its prices - and enough customers in different countries are participating so far. (Symbolic photo) Photo: Rolf Vennenbernd/dpa

Los Gatos. Netflix is increasing its prices in Germany again after more than two years. The most expensive “Premium” subscription with 4K picture quality and 3D sound now costs 21.99 euros per month instead of 19.99 euros, according to information on the Netflix website for Germany. For the “standard” subscription with a full HD image and fewer devices that can be used at the same time, the price increases from 13.99 to 15.99 euros. The subscription with advertising increases from 4.99 euros to 6.99 euros.

Since Netflix has been cracking down on password free riders who don't live in the same household, there is an additional fee for such users. In the promotional subscription the price increases from 3.99 to 4.99 euros and in the other two models from 4.99 to 5.99 euros. Netflix is phasing out the ad-free basic subscription in which existing customers were still able to remain.

Regular price increases

Netflix last increased prices in Germany in April 2024. The service is by far the most used video streaming provider and regularly increases prices. “As we continually increase the added value we offer our members, we occasionally ask them to pay a little more,” the company always says. So far, enough customers have accepted the higher prices that Netflix's business continues to grow.

In Austria, where the cheaper subscription with advertising will only be introduced next year, the basic price will rise from 8.99 to 10.99 euros.

In the home market of the USA, the premium subscription now costs $26.99. Netflix also points out that an attractive range of programs requires high investments.

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Open Questions

How many customers are expected to cancel their subscription due to the price increase?
Is Netflix planning further price increases in the next 12 months?
How does the non-household user fee impact account sharing?