Paramount+ is set to increase subscription prices for its streaming service starting in early 2026, as announced by CEO David Ellison in the company’s third-quarter shareholder letter. This move aligns with Paramount’s strategy to significantly boost content investment, particularly in new UFC programming. According to Ellison, enhancing the Paramount+ platform is a top priority for the company, which plans to invest over $1.5 billion in direct-to-consumer initiatives in 2026.
Beginning January 15, 2026, the pricing structure for Paramount+ will change. The Essential plan, which is ad-supported, will increase by $1 to $8.99 per month, while the Premium plan, which is ad-free, will also see a $1 increase to $13.99 per month. Annual subscriptions will adjust as well; the Essential plan will be priced at $89.99 per year, and the Premium plan will cost $139.99 annually.
In August, Paramount secured a significant deal worth $7.7 billion with TKO, the parent company of UFC and WWE, establishing Paramount+ as the new streaming destination for UFC events in the U.S., which includes 13 numbered pay-per-views. Ellison emphasized the importance of live sports for fostering viewer engagement, appealing to new audiences, and enhancing retention, particularly highlighting the growing popularity of UFC among domestic fans.
In addition to sports, Paramount is amplifying its investment in exclusive content, striking a four-year deal with the Duffer Brothers, the creators of “Stranger Things,” to develop projects across film and television. The company reported a notable spike in its programming success, including “Tulsa King,” which has become the most-watched title on the platform, and announced renewals for popular series such as “Dexter: Resurrection” and the final season of “Yellowjackets.”
Paramount+ has also seen robust growth in subscriber numbers, adding 1.4 million new subscribers to reach a total of 79 million, up from 77.7 million in the previous quarter. The company reported direct-to-consumer revenue of $2.1 billion, marking a 17 percent year-over-year increase fueled by a 24% surge in Paramount+ revenues. Ellison expressed confidence that the direct-to-consumer segment would achieve profitability by 2026, with expectations for continued growth throughout the year.
With these strategic investments and pricing adjustments, Paramount+ aims to deliver an enhanced user experience and a stronger lineup of programming, signaling a commitment to its subscribers and a focus on long-term growth in the competitive streaming landscape.