Streaming services slow price hikes amid market saturation

Major streaming platforms, including Netflix, Disney+, and Amazon Prime Video, are slowing the pace of subscription price increases as markets reach saturation and consumer spending limits. According to data from Ampere Analysis, average price hikes fell from 24% in the 2023/24 cycle to 14% for 2025/26. In dollar terms, the average increase declined from $1.67 to $1.54.

As companies seek new revenue streams, the gap between ad-free and ad-supported tiers is widening. Ad-free plans have seen larger price increases, with the average global difference between the two tiers growing from $4.53 to $5.35. This shift highlights the growing importance of advertising revenue for these platforms.

Specific changes are also impacting legacy users. For example, Disney+ will increase the price of its discontinued Legacy Bundle from $24.99 to $27.99 starting September 17, 2026. Meanwhile, a study by Magnite suggests that while consumers are sensitive to price, they may be willing to pay a premium for live content, particularly live sports, which viewers value at an average of $7.46 more per month.