March 26 (Reuters) - Netflix ( NFLX ) has increased

prices on all its plans in the U.S., as the streaming giant

pushes into new programming formats such as video podcasts and

live sporting events.

The company's ad-supported tier will now cost $8.99 a month,

compared with $7.99 earlier, while prices for its standard plan

rose $2 per month to $19.99, according to its website.

The premium plan now costs $26.99 a month, up from $24.99

earlier. Netflix ( NFLX ) has also increased the price of adding an extra

member to $7.99 for ad-supported plans and to $9.99 for ad-free

plans.

Netflix ( NFLX ), which has more than 325 million subscribers, had

scrapped its cheapest ad-free plan, called basic, in 2023,

leaving users with its more expensive premium and standard

plans, as well as the standard plan with ads.

With the new prices, the company's average revenue per

subscriber in the U.S.-Canada region will rise 6% year-over-year

in 2026, according to estimates from TD Cowen analysts.

It last raised prices early last year.

Netflix ( NFLX ) reported revenue of $12.1 billion for the

October-December period, modestly exceeding analysts' estimate.

In February, it walked away from bidding for Warner Bros'

streaming and studio assets, paving the way for

Paramount Skydance ( PSKY ) to buy the storied Hollywood studio

in a $110 billion deal.