Netflix price increase in Germany and Austria
Netflix announced on Friday that it will raise subscription fees for its German and Austrian markets, affecting roughly 18% of its Europe, Middle East and Africa (EMEA) subscriber base and about 6% of its total global subscribers, according to Citi analysts.
In Germany, the ad‑supported tier will move from €4.99 to €6.99, the Standard plan from €13.99 to €15.99, and the Premium plan from €19.99 to €21.99. In Austria, the Basic plan will increase from €8.99 to €10.99, the Standard plan from €13.99 to €15.99, and the Premium plan from €19.99 to €21.99.
Citi estimates that the German price changes will lift average revenue per user (ARPU) by 24%, while the Austrian adjustments will raise ARPU by 15%. Across the broader EMEA region, the hikes are expected to generate an approximate 4% increase in ARPU, and a 1.5% rise in company‑wide ARPU.
Local consumer‑protection regulations in both Germany and Austria require that existing subscribers receive notice and provide affirmative consent before any price change can take effect. Citi notes that this consent requirement could extend the rollout timeline and push some of the revenue benefits into fiscal year 2027. For context, Spotify previously gave German and Austrian users a 90‑day window to accept a price increase in August 2025.
Citi maintains a Buy rating on Netflix (NASDAQ:NFLX) with a price target of $100. The stock closed at $82.67 on Wednesday.