Netflix has once again increased its subscription fees in Nigeria, marking the third such adjustment since 2024 and the first price change in 2025. These new rates are already in effect, impacting consumers who are concurrently battling surging inflation and the rising costs of essential services.

The latest price adjustments affect all four of Netflix's subscription tiers. The Premium Plan now costs ₦8,500 per month, up 21.43% from ₦7,000. The Standard Plan has risen by 18.18%, from ₦5,500 to ₦6,500. The Basic Plan climbs to ₦4,000 from ₦3,500 (a 14.29% increase), while the Mobile Plan now costs ₦2,500, up 13.64% from ₦2,200. This marks Netflix’s third price adjustment since April 2024, with the company having increased prices twice within three months last year.

Netflix attributes these increases to its broader global pricing strategy and ongoing investment in content and platform development. In a communication to investors, Netflix stated, “As we invest in and improve Netflix, we’ll occasionally ask our members to pay a little extra to reflect those improvements. Which in turn helps drive the positive flywheel of additional investment to further improve and grow our service.” While not explicitly blaming the recent hike on inflation, the company's website indicates that local market dynamics, including changes to local taxes or inflation, influence its pricing structure, and these changes are intended to support content expansion and improve service quality.

The price surge comes at a particularly difficult time for many Nigerians. High inflation has already driven up the cost of essential goods and services, including food, transport, and housing. Compounding this, internet data prices recently spiked by as much as 50%, making home entertainment—once considered a more affordable leisure option—increasingly less accessible for the average household.

This move by Netflix mirrors similar pricing shifts among other major digital and entertainment services operating in Nigeria. Companies such as Google, DSTV, GOtv (run by Multichoice Nigeria), and Microsoft have also raised their subscription rates. These companies generally attribute their decisions to continued inflationary pressures and the weakening value of the naira. Multichoice Nigeria, for instance, has introduced multiple fee hikes in the past year, often prompting consumer backlash.

Nigeria is not an isolated case in experiencing Netflix price adjustments. The company has been rolling out price changes across several key markets globally, including the United States, the United Kingdom, and France, asserting these are necessary to fund its growing content library and enhance user experience. As a regional comparison, Netflix adjusted prices in South Africa last month for three of its four subscription tiers. In South Africa, the Mobile Plan saw a 20% increase from R49 to R59, the Standard Plan moved from R159 to R179, and the Premium Plan climbed from R199 to R229. The Basic Plan in South Africa remained unchanged at R99.

Given the strained household incomes and the rising overall cost of digital services in Nigeria, this latest increase in Netflix subscription fees may lead many users to reconsider their options. Potential reactions could include downgrading to cheaper plans, increasing account sharing, or opting out of paid subscriptions entirely as they seek more affordable entertainment alternatives.