August 25, 2026, 12:54 pm | Read time: 2 minutes
For years, streaming subscriptions kept getting more expensive. Now, an analysis suggests that Netflix, Disney+, and Amazon are being more cautious with price increases.
Less Room for Higher Subscription Prices
Netflix, Disney+, Prime Video, and other streaming services have long been a staple in the media routines of many users. However, those who use multiple subscriptions simultaneously can quickly find themselves paying significant amounts each month. Regular price hikes have also made entertainment considerably more expensive in recent years.
This seems to be a turning point. Many customers have apparently reached their personal limit and are becoming increasingly sensitive to rising costs. For providers, this increases the risk that users might cancel individual subscriptions or switch to cheaper plans.
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Price Increases Are Smaller
This is indicated by a study by market research firm Ampere Analysis. The analysts evaluated the price trends at Netflix, Disney+, and Prime Video over several years. The result: The major providers are still raising their prices, but not as sharply as before.
While the average price increases between 2023 and 2024 were still at 24 percent, the figure dropped to 14 percent from 2025 to 2026. The absolute surcharges also slightly decreased. Netflix raised its prices by an average of $1.73 or 16 percent over three years. Disney+ saw an increase of $1.53 and 17 percent. At Prime Video, the average surcharge was $1.47. Although the percentage increase was highest at 30 percent, the prices were adjusted less frequently.
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Why the Streaming Giants Are Rethinking
For users in Germany, this development is particularly interesting. According to the analysis, price surcharges in Western Europe were even higher than in North America or Central and Eastern Europe. On average, costs here rose by $1.86 or 16 percent.
Nevertheless, the data suggests a shift in strategy. Platforms are now generating additional revenue through ad-supported plans and paid add-on memberships. As a result, they are less reliant on regularly increasing their standard subscriptions. However, further price hikes are not entirely ruled out. Customers without ads could be more affected in the future. Over the past three years, ad-free plan prices increased by an average of $1.62, while subscriptions with ads only became $1.21 more expensive.