Clearly, Netflix has done its research and is confident that these latest price rises won't see it hemorrhage subscribers – and the markets agree, as Netflix share prices soared

In an email to CBS MoneyWatch, Netflix said it's boosting its subscription plans for American customers by about $1 to $2.50 per month, depending on the plan. A standard plan with ads will rise to $7.99 a month from the current $6.99

Netflix's (decision to raise rates brings its ad-supported standard plan to $7.99 a month. That matches the cheapest plan available from Comcast’s Peacock, but remains a dollar or two below what's offered by other major streaming services.