With the new increase, the Netflix plan with ads already costs more than what it cost to watch the platform without advertising two years ago

Netflix has just confirmed a new price increase in Spain. When the platform presented the plan with ads in 2022, it did so as the economic option for those who did not want to pay the full rate. Four years later, as Antonio Ortiz emphasized in Xthat plan with advertising costs more than the old basic plan cost without any type of advertising, which was eliminated in 2023.

The new prices. The increase affects the three rates available in Spain. This is how they look:

• Standard Plan with ads: It goes from 6.99 to 8.99 euros per month, an increase of two euros or close to 29%.
• Standard Plan without ads: It goes up from 13.99 to 14.99 euros.
• Premium Plan: Access to four simultaneous screens, 4K resolution and without ads, scale from 19.99 to 21.99 euros, surpassing the barrier of 20 euros per month for the first time.

This is the second price increase in less than two years, since in October 2024 the company increased its rates in Spain. The new prices are now active for new users and will apply to current users in the next billing cycle.

Ten years reviewing upwards. Netflix arrived in Spain in October 2015. Since then, the evolution of its rates describes a trajectory without exceptions. In 2017 the Standard plan increased by one euro and the Premium plan by two. The same pattern was repeated in 2019 and 2021. In 2022 it introduced the plan with ads at 5.49 euros, and in 2023 it eliminated the basic plan of 7.99 euros to push towards that advertising option. Already in 2021 we were talking about how the Premium plan had risen 50% in four years. It has not stopped doing so: currently it costs 21.99 euros, in 2017 11.99. Almost double in nine years.

The paradox of the cheap rate. As we say, when the plan with advertisements arrived in Spain it did so 5.49 euros per month. Subsequently It went to 6.99 euros and now stands at 8.99 euros, which represents a joint increase of around 64% since its launch. That is, Netflix’s cheapest option has gone above what the old Basic plan without ads cost, which remained at 7.99 euros until its final elimination. In other words: whoever today wants to pay as little as possible on Netflix accepts advertising and pays more than what those who had a completely ad-free subscription paid two years ago.

Because. The company often justifies these revisions as necessary to sustain investment in content. Netflix plans to allocate about $20 billion to this aspect in 2026, 10% more than in 2025. But there is a very clear reason for these increases to arrive at a fixed and almost biannual cadence: Netflix has more than 325 million global subscribers and previous increases have not caused significant falls in its user base. Put into practice: the plan with ads accumulates more than 190 million monthly active users and represents 55% of new registrations in markets with enabled advertisingaccording to the company’s own data. It is the segment that has grown the most, and also the one that suffers the greatest percentage increase in this last round.

The end of the climbs? At the beginning of this month, a court ruling in Italy It could mark a before and after in the relationship between the platform and the continent’s regulators. A court in Rome ruled that price increases applied by Netflix in Italy between 2017 and 2024 are illegal under the national consumer code, which requires specific and advance justification of any price change. Premium subscribers active since 2017 could receive refunds of up to 500 euros and those on the Standard plan, around 250. Netflix has 90 days to notify all those affected through its website and national media, under penalty of 700 euros per day for delay.

The judges’ decision is a good blow for the finances of Netflix, which is going to appeal the ruling, and which could affect the platform’s more than 5.4 million subscribers in Italy. The potential bill for the platform could exceed 2 billion euros. The door to similar litigation in other European countries remains open, although the transposition of European Directive 93/13/EEC on which the Italian court’s decision is based varies between legislations. In Spain, for now, it can be applied but a comparable judicial resolution has not yet been reached, although FACUA has filed a complaint before the Ministry of Consumer Affairs, which could also end the platform in court.

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