When Netflix announced a price hike earlier this summer, it nearly ignited a user revolt. Renting both DVDs and using Netflix streaming meant subscribers would be forced to pay more, and try as it might, Netflix failed to sell this as an improvement. The company has kept its claim over the living room, but its stock performance felt some hurt as a result of the price changes.
And now it’s decision time. This Thursday , September 1, the higher prices will officially hit Netflix subscribers. Just as a quick reminder, users were previously able to rent one DVD at a time as well as stream unlimited content for $10 a month. This plan will be wiped out beginning Thursday, replaced by a $7.99 a month for unlimited streaming plan and a separate respective $7.99 a month for one DVD at a time plan. Both services will cost $15.98 a month, a nearly $6 hike.
If you subscribed to the hybrid plan, Netflix will automatically switch you over to the $15.98 a month plan. Not the case? Then you need to head over to the site and switch your subscription over.
How many users Netflix will lose between now and Thursday remains to be seen. Given consumers initial response to the price change, it could be more than a few. No matter how much business sense the decision makes, users don’t have to like it.