Paramount+ will raise U.S. subscription prices on January 15, 2026, lifting the ad-supported Essential plan by $1 to $8.99 per month and the ad-free Premium tier to $13.99, with annual plans moving to $89.99 and $139.99. The company framed the change as part of a broader push to reinvest in the user experience and expand its slate. It also said it will phase out free trials and review discounting practices as it tunes the service’s economics.
The adjustment follows a series of increases since 2023 and arrives as the platform seeks subscriber growth and higher average revenue per user after corporate restructuring. In materials released alongside earnings, leadership pointed to upcoming sports and entertainment investments, including a multi-year UFC pact and a larger theatrical pipeline beginning in 2026, as key pillars intended to drive engagement across the app and the wider studio portfolio.
Management has also highlighted product upgrades planned for Paramount+ and its free, ad-supported sibling Pluto TV, citing work on the underlying tech stack and personalization features. The service ended the quarter with roughly 79 million subscribers, according to recent disclosures, with executives arguing that price rationalization plus a steadier cadence of tentpole series, films and live events will lower churn heading into 2026.
The latest move keeps the streamer in step with rivals that have steadily pushed prices higher as the industry shifts from land-grab spending to profitability targets. Analysts have noted that sports rights, originals and marketing are increasingly being calibrated around a smaller number of services with clear brand identities; for Paramount+, that mix spans NFL and UEFA windows, high-visibility series from established creators, and event films returning to a 15-title annual slate. The company told investors that U.S. pricing will be adjusted first-quarter 2026 while international markets continue to be reviewed based on local conditions and prior changes.
