Netflix has indicated that subscription prices could rise in the future, but it has not announced a hike or provided a timeline for any change. In its third-quarter earnings report released on Tuesday, the streaming company said it wants to improve monetisation while offering subscribers enough value to justify occasional price increases.The company has identified monetisation, better entertainment and the use of new technology as its priorities.
It has not specified how it plans to change subscription prices or how much customers might eventually have to pay.Netflix also wants to attract more advertisers and expand the content available on its platform. Its plans include investing in original shows and films, live events and programming from other providers as competition for viewers intensifies.
For subscribers, a price increase remains a possibility rather than a confirmed decision. Netflix has linked future hikes to the value it provides to members, but has not shared any specific pricing plans.The company's plans come amid concerns about how much time viewers spend watching its content.
Jefferies estimated that Netflix members watched an average of 49 hours per month in the first half of 2025, compared with 66 hours during the same period in 2023, Reuters reported. The New York Times also reported that Netflix accounted for 7.8 per cent of US television viewing in July, down from 8.8 per cent a year earlier.
Netflix co-CEO Ted Sarandos said international titles were helping the company attract viewers and grow its business. He acknowledged that the US market was also performing well, but was not expanding as quickly as the company wanted.Advertising is another potential source of growth.
Netflix's ad-supported plan generated $1.5 billion last year, and the company intends to introduce the tier in 15 additional countries in 2027. Netflix reported third-quarter revenue of $12.9 billion, up 12 per cent year-on-year.
The company's content plans include NFL games, a Grand Theft Auto VI preview and a partnership with French broadcaster TF1. It is also competing with YouTube and other streaming services for viewers.Netflix cuts around 1,000 jobs amid competitionNetflix's focus on revenue comes after it laid off around 1,000 employees, or roughly 6 per cent of its workforce, in its biggest round of job cuts since 2022, according to Reuters.An internal memo sent by co-CEOs Greg Peters and Ted Sarandos on Wednesday said most of the affected roles were in product, technology, legal and human resources.
The executives said the company remained on track to meet its full-year financial forecast.The layoffs come as Netflix faces pressure to sustain growth and keep viewers engaged while competing with platforms such as YouTube and TikTok, which offer free, user-generated content. Netflix had around 16,000 employees at the end of last year.The company has also explored revenue sources beyond subscriptions, including advertising, live programming and gaming.
Its latest plans suggest that generating more income from its existing platform will be central to its efforts to maintain growth.- Ends