Average price increases across Netflix, Disney+ and Amazon have fallen from 24% of the previous subscription price in 2023/24 to 14% in 2025/26, according to a new survey from Ampere Analysis.
In dollar terms, average increases have declined from $1.67 to $1.54 over the same period, with increases averaging $1.62/17% in 2024/25. Across the full three-year period, the average individual price increase was $1.60, equivalent to 17% of the previous price. As streaming markets mature and become increasingly competitive and saturated, Ampere says the trend could indicate that streamers are moving closer to 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 versus $1.21 for ad-supported tiers. With ad-free plans already premium-priced, the gap between the two has widened. In markets offering ad-supported tiers, the average price difference between the ad-free and advertising tiers has grown from $4.53 in August 2023 to July 2024 to $5.35 in August 2025 to July 2026 globally across the three streamers.
For Netflix in the U.S., for example, the price gap between the Standard with Ads and the Standard tiers for new subscribers grew from $8.50 in August 2023 to $11 in July 2026. As advertising becomes an increasingly important source of streaming revenue, 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, according to Ampere.
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 over the three-year period, 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.
“The decline in price increases comes as streamers diversify how they monetise their audiences. says Jaanika Juntson, Senior Research Manager at Ampere Analysis. “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.”
