Stock Market Today, March 26: Netflix Stock Rises After Raising Subscription Prices

Netflix (NASDAQ:NFLX), the global on-demand streaming and gaming platform, closed Thursday at $93.32, up 1.13%. The stock moved higher as investors reacted to fresh subscription price hikes. Investors will watch how pricing power and live-sports execution affect subscriber and revenue growth.

Trading volume reached 58.3 million shares, coming in nearly 22% above its three-month average of 47.8 million shares. Netflix IPO’d in 2002 and has grown 77,901% since going public.

S&P 500 (SNPINDEX:^GSPC) fell 1.74% to 6,477, while the Nasdaq Composite (NASDAQINDEX:^IXIC) lost 2.38% to finish at 21,408. Within streaming entertainment, industry players were mixed as Walt Disney (NYSE:DIS) closed at $94.75, down 1.25%, while Warner Bros. Discovery (NASDAQ:WBD) ended at $27.07, slipping 0.55%.

Today, Netflix adjusted its pricing structure across all tiers, boosting subscriptions by at least $1. Its ad-supported plan moved from $7.99 to $8.99 per month while the standard and premium plans each jumped by $2 per month. The last price hike by the company took place in January 2025.

Investors will now monitor if customers will accept those moves as Netflix increases spending on content, including live sports. Today’s reaction indicates investors in Netflix stock believe revenue will rise from the higher subsciption costs without causing too much customer churn.

Before you buy stock in Netflix, consider this:

The Motley Fool Stock Advisor analyst team just identified what they believe are the 10 best stocks for investors to buy now… and Netflix wasn’t one of them. The 10 stocks that made the cut could produce monster returns in the coming years.

Consider when Netflix made this list on December 17, 2004… if you invested $1,000 at the time of our recommendation, you’d have $497,659!* Or when Nvidia made this list on April 15, 2005… if you invested $1,000 at the time of our recommendation, you’d have $1,095,404!*

Now, it’s worth noting Stock Advisor’s total average return is 912% — a market-crushing outperformance compared to 185% for the S&P 500. Don’t miss the latest top 10 list, available with Stock Advisor, and join an investing community built by individual investors for individual investors.

See the 10 stocks »

*Stock Advisor returns as of March 26, 2026.

Howard Smith has positions in Netflix and Walt Disney. The Motley Fool has positions in and recommends Netflix, Walt Disney, and Warner Bros. Discovery. The Motley Fool has a disclosure policy.

Stock Market Today, March 26: Netflix Stock Rises After Raising Subscription Prices was originally published by The Motley Fool