Subscriber growth has stalled. So they increase the rates on existing customers.
For the price of Netflix for a month I can rent two/three movies and choose whichever I want. Netflix doesn't provide much value on top of that. Paying in advance for a quite limited movie selection.
It would only be their series that provide value for the money, if you like them ...
It especially doesn't make a lot of sense to have "tiers" of subscription. Why would you allow your users to get a worse experience from you? That seems like a good way to associate "lower quality" with your brand.
Ye seems like people watch it longer than I guessed. Like old TV channels. It is funny becouse I get itches from watching rolling content nowadays and have totally forgot how watching TV after school was.