Netflix introduced its Watch Now streaming service in 2007 to compete with traditional DVD rental services. However, streaming was not available as a standalone subscription. Customers first needed an active DVD rental plan to watch movies and shows online.

In mid-2007, Netflix's top subscription plan cost USD 16.99 per month. It included three DVD rentals at a time and just 18 hours of online streaming. Customers could also choose cheaper plans with fewer DVD rentals and streaming hours.

Netflix's early streaming experience was quite limited compared to today's service. Users could watch content only through Windows PCs with Internet Explorer. Its streaming library had around 1,000 titles, and video quality was far from today's HD and 4K standards.

Netflix expanded its streaming service in 2008 by introducing unlimited online viewing for eligible DVD subscribers. Its USD 16.99 plan included three DVDs at a time and unlimited streaming. The streaming library also grew to approximately 6,000 titles.

A major pricing change arrived in 2011 when Netflix separated its DVD rental and streaming services. Each service cost USD 7.99 per month. Customers who wanted both had to pay USD 15.98 monthly, compared to the earlier USD 9.99 combined subscription.

Netflix now offers three major subscription plans in the US. The Standard with Ads plan costs USD 8.99 monthly, Standard costs USD 19.99, and Premium costs USD 26.99. The plans offer different streaming quality, device limits, downloads, and advertising experiences.

Netflix's Premium plan now costs USD 26.99 per month, compared to USD 16.99 for its top package in 2007. That is a USD 10 increase over nearly two decades. However, today's subscribers get access to more than 8,000 titles, original productions, 4K streaming, and multiple supported devices.

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