Netflix surprised customers this morning by sending out notification of a new impending rate hike for all of their Blu-ray Disc plans.
The plan allowing subscribers to take out one DVD or Blu-ray Disc at a time will jump from $8.99 to $10.99. The more robust unlimited plan allowing for 8 Blu-ray or DVD titles out at one time leaps from $47.99 to $56.99, a 20% increase.
Netflix cites a need to increase their Blu-ray Disc inventory as reason for the price change. The higher cost of new Blu-ray titles versus DVD titles will have to be offset by the rate increases.
The price change will take effect on April 27 for all Blu-ray Disc enabled plans. Thus far Wall Street likes the move as Netflix shares have jumped 5% on a day when the Dow is tanking.
