Analysts are predicting Netflix will raise streaming plan prices later this year.

This price hike prediction follows announcements made alongside the company’s fourth-quarter results last month, which hinted at such incremental increases in Netflix’s subscription plans.

Last October, Netflix raised the Basic plan’s price from $9.99 to $11.99 a month in the United States.

On the Q4 2023 earnings call, Netflix officials acknowledged the company had largely put price increases on hold while it was rolling out a paid-sharing program after it removed the ability to share accounts. Netflix saw that as a form of substitute price increase. Now the company is through that, it can resume its standard approach toward price increases.

The analyst firm also noted Nielsen data showing Netflix’s U.S. television viewing share rose to 7.9% in January 2024, up from 7.7% in December. Netflix has strong pricing power compared to rivals, with lower average prices per hour: 30 cents for ad-free tiers, versus 56 cents for Hulu, 58 cents for Peacock, 73 cents for Disney+, and 81 cents for both Max and Paramount+.

UBS also increased its estimates for Netflix’s net subscriber additions in 2024, projecting continued momentum in subscriber trends, with an anticipated growth of 20 million subscribers.