Netflix has been banking on new subscriptions as their increase in revenue. I believe they had to make a decision as they were not making the numbers they expected. The U.S. subscription additions have most likely slowed so they are attempting to move international.
I don't believe they have the cash to go international and need a quick boost in revenue to make the play, hence the price increase. I think its a good move as the business model they are banking on is not sustainable. They had to make a decision now to change or go under.
I believe they will show poor numbers on earnings, which will start a downward trend but if moving to streaming and going international plays out, Netflix will be back.