SAN FRANCISCO — Netflix is raising the price of its Internet video service by $1 for new customers in the U.S., Canada and some Latin America countries to help cover its escalating costs for shows such as “House of Cards” and other original programming.

The new price of $10 per month for Netflix’s standard plan — its most popular — marks the second time in 17 months the Los Gatos, Calif., company has boosted its U.S. rates by $1. The trend reflects the financial pressure that Netflix is facing as it competes against Amazon.com, HBO and other services for the rights to TV series and movies that will expand its audience.

Netflix’s 42 million existing U.S. subscribers are being insulated from the price bump. That’s a move CEO Reed Hastings is taking in an effort to avoid a repeat of the customer backlash that stung the company four years ago when it raised rates by as much as 60 percent for subscribers who wanted Internet video and DVD-by-mail rentals.

The abrupt price increase in 2011 triggered an exodus that cost Netflix more than 800,000 subscribers and caused its stock to lose 80 percent of its value in a tumultuous 13-month period.

The experience taught Netflix to reward its existing subscribers as higher prices are phased in on new customers.

Subscribers who have been with Netflix since May 2014 will still pay $8 per month under a two-year rate freeze adopted when the company last raised its U.S. prices by $1. Customers who signed up since the last price increase will pay $9 per month until October 2016.

Netflix’s audience continued to expand after last year’s price increase, a pattern that investors appear confident that will be occur again with the latest uptick in rates.