Netflix experiences dramatic price increase in Germany! Ad-supported plan sees a staggering 40% hike

Netflix experiences dramatic price increase in Germany! Ad-supported plan sees a staggering 40% hike

Netflix Raises Prices for All Plans in Germany

The video streaming service Netflix has increased the prices of all its current subscription plans offered in Germany. The new rates apply immediately to new subscribers, while existing members will be notified according to their billing cycle. According to Netflix's help center, if there is a price change, an email detailing the change will be sent one month before the affected billing date.

This revision is straightforward, with each plan increasing by 2 euros per month. However, the lower the original price, the higher the percentage increase. The plan most impacted is the ad-supported Standard plan.

The new and old prices are as follows:

PlanOld Monthly FeeNew Monthly FeeIncrease AmountApproximate Increase Rate
Standard (with ads)4.99 euros6.99 euros2 eurosAbout 40%
Standard (without ads)13.99 euros15.99 euros2 eurosAbout 14%
Premium19.99 euros21.99 euros2 eurosAbout 10%

On an annual basis, the burden increases by 24 euros for each plan. The annual fee for Premium will be 263.88 euros, the ad-free Standard will be 191.88 euros, and the ad-supported Standard will be 83.88 euros. While the monthly difference may seem small, for households subscribing to multiple streaming services simultaneously, this could prompt a reevaluation of overall fixed costs.


The Cheapest Ad-Supported Plan Rises by About 40%

The ad-supported Standard plan jumped from 4.99 euros to 6.99 euros per month. While the absolute increase is 2 euros, the rate of increase reaches about 40%. Moreover, there are no notable additional perks in exchange for the price hike, such as Full HD quality, simultaneous viewing on up to two devices, and downloads on up to two devices.

This plan was originally an entry point for those willing to accept ads in exchange for cheaper viewing. However, with the monthly fee nearing 7 euros, its position becomes precarious. Price-conscious users will feel an increased burden, while those seeking an ad-free experience will find themselves paying 9 euros more per month if they switch to the Standard plan. Users face not just a simple price increase but a dual choice of "watch ads or pay more."

For Netflix, the ad-supported plan is both an affordable option and a growth area for advertising revenue. The company stated that by 2024, over half of new registrations in countries with ads choose the ad-supported plan. Thus, the ad-supported plan is no longer a supplementary product. It is a crucial pillar for growing both user numbers and ad revenue, which is why the 40% increase is strongly felt by consumers.


Premium Finally Breaks the 20-Euro Barrier

The Premium plan has increased from 19.99 euros to 21.99 euros, clearly surpassing the 20-euro mark for the first time in Germany. High-end features like 4K Ultra HD and HDR, Netflix 3D audio, simultaneous viewing on up to four devices, and downloads on up to six devices remain unchanged.

However, looking at the price trend for Premium, the increased burden is more apparent. Before the price hike in April 2024, it was 17.99 euros, meaning it has risen by 4 euros in about two and a half years. Annually, that's a difference of 48 euros. While it remains reasonable for households enjoying 4K content on large screens or with multiple users simultaneously, those living alone and subscribing solely for 4K may feel it is becoming increasingly expensive.

The ad-free Standard plan also rose from 13.99 euros to 15.99 euros. The content remains unchanged with Full HD, simultaneous viewing on two devices, and downloads on two devices. Comparing price and quality, those seeking 4K are guided towards Premium, while those wanting to save are nudged towards the ad-supported plan, leaving the ad-free Standard in a position where its reasons for selection are questioned.


Additional Members Outside the Household Also Face Increased Costs

The system for adding family members or partners not living together has also been revised. The ad-free additional member fee has increased from 4.99 euros to 5.99 euros per month, while the ad-supported additional member fee is 4.99 euros. Standard allows for one additional member, and Premium allows for up to two.

If two ad-free additional members are added to Premium, the total reaches 33.97 euros per month, or 407.64 euros annually. Of course, if the payment can be shared, the burden per person can be reduced. However, Netflix's principle is that accounts should be used within the same household, which is distinctly different from the previously widespread practice of free password sharing.

This change further solidifies Netflix's shift from being a "service shared by many under one contract" to a "service based on household units, with additional fees for external use."


Information Discrepancies on the Treatment of the Old Basis Plan

Regarding the old ad-free Basis plan, which is no longer available for new contracts, there are differences in explanations among reports. The original article states that existing users can continue for the time being, but cannot return once changed or canceled. In contrast, another German media outlet reports that remaining Basis contracts are also heading towards termination.

Those currently using the Basis plan should not rely solely on general articles but should check individual emails from Netflix and billing information within their account. If using a set plan from partner companies or telecom providers, the notification source and application timing may differ from direct contracts with Netflix.


Four Reactions on Social Media and Online Forums

The German-language online forums discussing this price increase gathered hundreds of comments in a short period after the announcement. Similar points have repeatedly appeared in past German threads on Reddit about price hikes. However, those who post tend to be those with strong interest or dissatisfaction with the price. The following is not a public opinion survey but a trend of reactions visible from public posts.

 

The first is the straightforward voice of "canceling." Posts are prominent saying the current price range is unacceptable, they already left after the last increase, or they will end their contract with this opportunity. Particularly, Premium exceeding 20 euros is perceived as a psychological milestone.

The second is stopping constant subscriptions and using a "rotation" model of subscribing only in months with desired content. One user shared a method of subscribing to the ad-supported plan for about two months a year to watch desired content and then canceling. Since Netflix allows plan changes or cancellations at any time, even if the price increase doesn't immediately lead to complete withdrawal, it may change consumer behavior towards reducing the number of subscription months.

The third is dissatisfaction that "the quality of the content does not match the price" rather than the price itself. Posts express that despite a large number of titles, there are few they want to watch, favorite series are canceled in a short period, and they can't agree with limiting 4K to higher plans. Acceptance of the price increase seems to depend not merely on whether there is a 2-euro surplus in the household budget but on whether there is content they want to watch in the next month.

The fourth point is that it's not all criticism. Some argue that compared to the cost of enjoying a few hours in a movie theater, Netflix, which allows viewing multiple titles a month, is still a bargain. Additionally, there is a calm observation that even if people declare they will cancel with each price increase, many will re-subscribe when popular titles start, and Netflix might anticipate this behavior.

These reactions suggest that users do not necessarily consider Netflix itself unnecessary. The issue is whether it is necessary enough to pay for it every month. Instead of a simple choice between complete cancellation and continuation, there is a high possibility of increasing intermediate options such as downgrading to an ad-supported plan, short-term contracts, and re-evaluating plans within the family.


Why Can They Raise Prices Now?

Netflix cites service improvements, additional content, new features, market conditions, taxes, and inflation as reasons for changing prices in its help center. However, no specific explanation directly linked to new features has been provided for this revision targeting Germany.

The biggest background enabling the price increase is that Netflix has become an entertainment platform with exclusive content and a global user base, rather than just a streaming app. If desired content is only available on Netflix, users will return during the release month even if they are dissatisfied with the price. Even if the number of constant subscribers decreases, the business can sustain itself if there are strong titles that can bring back users who repeatedly cancel and re-subscribe.

Moreover, the growth of the ad-supported plan provides a revenue structure not solely dependent on traditional subscription fees. Since Netflix can earn revenue from both users and advertisers, there is motivation to expand advertising technology and live streaming. However, from a consumer perspective, this can easily lead to dissatisfaction with "accepting ads yet facing a nearly 40% increase." This plan is where the company's growth strategy and users' perception of value clash most sharply.


Streaming Shifts from "All-Inclusive" to Selective Era

Video streaming was once attractive for being cheaper than cable or pay TV, with fewer ads and the ability to watch anytime. However, now content is dispersed across multiple services, each investing in original content and sports broadcasts, and plans are segmented by ad presence, quality, and the number of simultaneous viewers.

Even a 2-euro increase for Netflix alone can easily inflate a household's subscription expenses when combined with Disney+, Prime Video, music streaming, gaming, and cloud services. In fact, in the recent forum, there were posts stating that the total of multiple subscription services approaches 100 euros per month, necessitating organization.

In such an environment, users are moving towards managing by "permanently keeping only one or two most-used services and swapping the rest based on content." For Netflix, the real competition is not just another company. It's the consumers' disposable time and the ceiling on monthly fixed costs.


What Users Should Confirm Now

Existing members should first check the price change email from Netflix and their next billing date. Reviewing the viewing history of the past 2-3 months can make decisions easier. If usage is low, one option is to cancel once and resume only in months when desired new content is available. For households not using 4K TVs or with simultaneous viewing on two devices or less, there is room to reassess whether they are truly utilizing Premium features.

Conversely, if the family regularly views on nearly four devices and values 4K or HDR, maintaining Premium may offer better usability. The important thing is not a reflexive approval or disapproval of the price increase but considering the fee in relation to actual viewing time and utilized features.


Conclusion: More Than 2 Euros, It's About "Acceptance"

The price increase in Germany is uniformly 2 euros per month for all plans. However, the ad-supported plan sees about a 40% increase, and Premium surpasses the 20-euro mark. Since features remain largely unchanged, what users are paying for is not new features but an additional fee for continued access to Netflix's content library.

It's natural for cancellation voices to be prominent on social media and forums, but Netflix's strength lies in its ability to lure back even those who have canceled with popular titles. Therefore, the future focus will likely be on how continuation rates, shifts to ad-supported plans, and short-term re-subscriptions move, rather than the magnitude of criticism immediately after the announcement.

The leadership in streaming is gradually changing. From an era where services sold "the convenience of watching anytime," to an era where users select "whether there is something to watch this month." Netflix's new pricing seems to symbolize this change.


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