The Globe and Mail reports in its Wednesday, Jan. 22, edition that Netflix gained 18.9 million subscribers in the holiday quarter, surpassing Wall Street predictions, driven by live sports and the return of "Squid Game." A Reuters dispatch to The Globe reports that Netflix aims to raise prices for most service plans in the U.S., Canada, Portugal and Argentina, with the basic ad-supported plan increasing by $1 to $7.99 (all figures U.S.). Following the news, Netflix's stock surged 13 per cent, boosting its market value by nearly $50-billion. Over the past year, its shares have risen more than 77 per cent, outperforming the S&P 500's 24-per-cent increase. PP Foresight's Paolo Pescatore says: "Netflix reaffirms its leadership position and is absolutely running away in the streaming market. It is now flexing its muscles by adjusting prices given its far stronger and diversified programming slate compared to rivals." Live events are driving brand marketing for Netflix, with 55 per cent of new sign-ups for its ad-supported service coming from regions where it is available. This quarter will be the last for reporting subscriber additions, as Netflix shifts focus to revenue and profit due to slowing growth.