With many companies price hiking their products, Netflix is looking to do the same. Just today, many customers received an email from the company saying that the price will increase by $1 a month (although it seems that current customers will not be affected at this time). The price increase came as a result of their 1st quarter results last month. The reason for the price hike was that Netflix needed more money to increase/improve content and streaming service. Their rival Amazon took the same approach and raised their annual fee from $79 to $99. Netflix shares jumped $1.31 today, reaching $323.08