Netflix raises prices in Germany and Austria, Citi comments

Investing.com -- Netflix announced price increases in Germany and Austria on Friday, affecting approximately 18% of its Europe, Middle East and Africa subscribers and 6% of total subscribers, according to Citi analysts.

In Germany, the ad-supported tier will increase from €4.99 to €6.99, the Standard plan will rise from €13.99 to €15.99, and the Premium plan will move 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 the price increases will generate a 24% increase in German average revenue per user and a 15% increase in Austrian average revenue per user. The changes are expected to produce approximately a 4% increase in EMEA average revenue per user and a 1.5% increase in company-wide average revenue per user.

Local consumer protection laws in Germany and Austria require notice and affirmative consent before price increases can take effect for existing subscribers. Citi noted this may result in a longer rollout period and delay some benefits into fiscal year 2027. Spotify offered German and Austrian subscribers 90 days 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.

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