Netflix Hikes U.S. Subscription Prices; Impact on Roku
Netflix has increased its subscription prices in the U.S. by $1 to $2, depending on the plan, as of April 10, 2026. This move, based on Netflix’s ongoing investment in content, aims to maintain its revenue growth amidst rising viewer demand.
As Roku, a major player in the streaming market, benefits when viewers opt for ad-supported tiers, the price hikes may bolster Roku’s advertising revenue. In 2025, Roku’s platform segment accounted for 87% of its total revenue. If Netflix subscribers switch to cheaper ad-supported plans, this could enhance Roku’s ad inventory and overall revenue stream.
Roku’s CEO noted that nearly half of all TV streaming in the U.S. occurs on its platform. With Roku shares trading 79% below their peak, analysts suggest it could be an opportune time for investors to consider purchasing the stock.
