“With Netflix’s subscriber growth slowing down, a price increase was the most logical way for the company to increase revenue,” said Ross Benes, an analyst at research firm EMarketer, adding he believes Netflix is underpriced and has room for modest price increases. Some competitors have prices that are lower than Netflix’s cheapest plan, such as Disney+, which starts at $6.99 a month. Analysts had expected Netflix to raise prices to help fund more content and compete against a growing crop of rival streaming services.
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