Netflix has increased its UK subscription price from £5.99 to £6.99 per month for new customers.
Just a couple of weeks ago, in a note to shareholders, Netflix announced its intention to raise prices in a number of key regions.
It didn’t note which areas these would be at the time, but it was noteworthy that company based this decision off a successful price increase test run that took place in Ireland. There, the company increased its price from €6.99 to €7.99 with "little impact."
Now Netflix has emailed subscribers to note that the increase has been applied to the UK, but only for new subscribers. As for existing subscribers, Netflix has revealed that "as a thank you for being a member of Netflix already, we guarantee that your plan and price will not change for two years."
Netflix added the important caveat that the earlier, lower price "is guaranteed so long as you remain a member on your current plan."
Of course, this latter catch can be seen as a sneaky way to stabilise subscriber numbers.
Many people will join Netflix when a specific series or range of films becomes available, then quit when they’ve watched them all, only to rejoin further down the line for a similar burst of viewing activity. Such ones would now rejoin to find that the price has increased despite their earlier support.
It’s believed that the US will see a similar increase of between one and two dollars by the end of July.
Read More: Best TV shows on Netflix