• by Wayne Friedman , Staff Writer, Today

The timing of Netflix's price increase comes amid some perceived disruption in the streaming marketplace.

Could the flurry of recent business and consumer news coverage of Paramount buying WBD for a massive $110 billion -- ultimately beating out a Netflix deal -- be a factor?

Is there a changing consumer sentiment at work here -- as well as from investors?

Netflix's lowest-priced plan “Standard with Ads” is rising $1 to $8.99 a month, while its “Standard” (no ads) plan will increase $2 to $19.99 and the “Premium” 4K high dynamic image option will be $2 higher to $26.99. Netflix is also raising its extra member fee by a dollar a month.

This is the second time in two years that Netflix has raised prices. 

Drilling down into the Paramount deal, there could be some concern. Almost immediately after WBD approved the deal, Paramount Skydance executives in a press conference talked up that WBD’s prized HBO Max premium platform would be folded into Paramount+ -- its big streaming platform.

Few details have been revealed as to what that means. Is it more than just premium streamers that incorporate other name programming brands?

"HBO Max" is likely to exist as a separate "tile" on the Paramount+ home page. Disney+ plans to do just this with the Hulu brand.

David Ellison, CEO of Paramount Skydance, did assure the market -- and consumers -- that HBO would be allowed to operate separately, and continue under Casey Bloys, who is chairman/CEO of HBO and Max Content. Bloys contract ends next year.

This looks to pacify loyal HBO Max consumers --- many of whom look at the long-time TV brand in the highest of regard, versus other streamers. Still, consumers might be wondering what changes will come to the company that gave us “The Pitt” (Emmy drama series winner), “The Last of Us,” “Hacks,” “Game of Thrones,” “The Sopranos,” and other major TV hits.

What’s left for Netflix? Modern streaming TV consumers already see the service as a "must have" as well -- just for the pure breadth of its quality programming. Is any of this connected?

For many it would seem strange that after losing WBD to Paramount Netflix would raise prices. That doesn’t sound like a streamer on the defensive, on the back foot. Business analysts have given Netflix the ‘thumbs up”, and stock responded going higher.

Netflix is showing its strength in the market. "Netflix's ability to retain consumers drives its industry low churn and builds its competitive content moat," said Jason Helfstein, media analyst at Oppenheimer in a recent note.

Netflix continues to be the dominant premium streamer. Consumers understand that now -- more than ever.