Top streamers rein in subscription price rises amid cost-of-living crunch

Average price increases across the three largest global subscription streamers have fallen from 24% of the previous subscription price in 2023/24 to 14% in 2025/26.  

In dollar terms, average increases have declined from $1.67 to $1.54 over the same period, with increases averaging $1.62, or 17%, in 2024/25.  

As streaming markets mature and become increasingly competitive and saturated, Ampere said the trend could indicate that streamers are reaching the limits of consumers’ willingness to pay, leaving less headroom for larger price increases in the future. 

Ad-free tiers have seen larger price increases over the past three years, averaging $1.62. In comparison, ad-supported tiers have increased by an average of $1.21.  

As advertising becomes an increasingly important source of streaming revenue, Ampere said platforms have an incentive to keep ad-supported tiers attractively priced. 

Average price increases over the past three years vary across the three services, ranging from $1.73/16% for Netflix to $1.53/17% for Disney+ and $1.47/30% for Amazon.  

The frequency of price increases also differs. Netflix’s price increases have remained broadly stable. Disney+ has seen the clearest shift towards more modest increases, down from an average increase of $1.86/31% in 2023/24 to $1.45/13% in 2025/26. 

Amazon has made the fewest increases over the past three years, likely reflecting the broader role of the Prime subscription within Amazon’s retail business. 

Western Europe has seen the largest average price increases over the past three years at $1.86/16%, ahead of North America at $1.70/15% and Central and Eastern Europe at $1.68/18%. Most regional markets are moving in the same direction, with average price increases shrinking over time. 

Jaanika Juntson, Senior Research Manager at Ampere Analysis, stated: “The decline in price increases comes as streamers diversify how they monetise their audiences. Advertising is an increasingly important revenue stream, reducing reliance on subscription pricing alone, while password-sharing crackdowns allow streamers to generate more value from existing audiences through extra member slots. As streaming businesses mature, revenue growth is becoming less reliant on price increases, while intense competition is also making streamers increasingly mindful of how they are positioned against rivals.” 

Western Europe's total streaming revenue is set to rise from $53.3bn in 2026 to $74.9bn by 2031, up 41%, according to 3Vision's recent Video Markets Tracker forecasts. Discover more here.