Netflix reported earning $1.5 billion from its growing advertising business in 2025, a fraction of the $45.2 billion in revenue it raked in throughout the year. Its most recent price hike follows a steady stream of increases from Prime Video, Crunchyroll, Paramount Plus, HBO Max, and Apple TV Plus.

Netflix didn’t share its reasoning for the price hike this time around, as it last cited delivering “more value for our customers.” It’s also unclear when the price hike will go into effect for existing subscribers. The Verge reached out to Netflix with a request for comment but didn’t immediately hear back.

Correction, March 26th: Netflix’s 2025 revenue was $45.2 billion, not $12.05 billion.

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