Netflix subscribers in the UK have been hit with higher prices that come into immediate effect for new users.
Existing members will be notified by email 30 days before the new costs apply, depending on their specific billing cycle.
The basic and standard plan will both increase by £1 a month to £6.99 and £10.99, respectively, while the premium tier will go up by £2 to £15.99.
Netflix has sent been sending subscribers emails about the price change - and also pop-up messages when they login to the streaming platform.
The streaming giant says the price changes will allow it to "continue investing in best in class UK productions" and "offer a wide variety of curated quality shows and films" to customers.
The news comes as the company considers introducing adverts and cutting down on password sharing.
Netflix lost subscribers for the first time in 10 years after 200,000 users departed from January to March 2022 - the first time ever since the streaming giant became widely available in 2014.
Netflix informed its users via email, writing: "We hope you're enjoying everything Netflix has to offer. We're updating our prices to bring you more great entertainment."
They added: "This update will allow us to deliver even more value for your membership – with stories that lift you up, move you or simply make your day a bit better."
Subscribers reported seeing a warning message about the price hike when logging into the website.
One user remarked on Twitter about the notification included a link to cancel the service in much smaller text.
"I love how the option to cancel my #Netflix membership is in the tiniest font possible in relation to the rest of the message," they wrote.
Regarding the price increase, a Netflix spokesperson said: "We have always been focused on providing our members both quality and clear value for their membership.
"Our updated prices reflect the investment we have made in our service and catalogue, and will allow us to continue making the series, documentaries and films our members love as well as investing in talent and the creative industry.
"We offer a range of plans so members can choose a price that works best for them."
In Ireland, the basic plan will increase by one euro and two euro for the Standard and Premium tiers, respectively.
The UK is Netflix's biggest production hub outside the US and Canada with a one billion dollar UK production budget in 2020.
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