MUMBAI, September 12 — The average monthly cost of the most popular streaming services has climbed nearly 70% over the past four years, according to a new analysis reported on Thursday, a shift that lands squarely on Indian households already juggling multiple subscriptions and on a wider Asian market where platforms have been raising prices in step with their US parent companies. The finding captures an industry moving away from the aggressive subscriber growth it once subsidised with low prices, toward a phase built around profitability.
Since 2020, the average monthly cost of major platforms has jumped sharply, with several of the largest services pushing through multiple rounds of increases.
What the majors now charge
Netflix, the market leader, raised prices repeatedly over the period. Its standard plan, which cost $13.99 per month in 2020, now stands at $15.49. The ad-supported tier it launched in 2022 has also seen price adjustments.
Disney+ debuted in 2019 at $6.99 per month and now charges $13.99 for its ad-free tier — more than double the launch price. It introduced an ad-supported option in 2022 at $7.99 per month.
Hulu, majority-owned by Disney, raised its ad-free plan from $11.99 to $17.99 over the same stretch. Warner Bros. Discovery’s Max, formerly HBO Max, launched in 2020 at $14.99 per month; its ad-free tier now costs $16.99.
Apple TV+ opened in 2019 at $4.99 and now costs $9.99. Amazon’s Prime Video, bundled with Prime membership, saw the Prime annual fee rise from $119 to $139 in 2022.
Paramount+ and Peacock have also raised prices. The analysis did not specify its exact methodology, but noted the nearly 70% figure represents the average increase across major services.
Why the bills keep climbing
Rising content costs sit behind the increases — original programming and sports rights above all — alongside pressure to satisfy investors after years of losses. Streaming services collectively spent tens of billions on content in recent years. Netflix alone spent $17 billion on content in 2023.
Disney’s direct-to-consumer segment reported a loss of $1.1 billion in the fourth quarter of 2023 but turned a profit in 2024. Consumers have responded.
The price increases have prompted some to cancel subscriptions, a phenomenon known as churn, and to rotate among services. According to a 2024 survey by Deloitte, the average US household subscribed to four streaming services and spent $61 per month, up from $48 in 2021. The survey also found that 48% of consumers felt they paid too much for streaming.
The shift comes as traditional cable television continues to lose subscribers, with cord-cutting accelerating. In 2023, US cable TV subscriptions fell below 50 million for the first time since the 1980s.
Streaming now accounts for the largest share of TV viewing time in the US, surpassing cable and broadcast, according to Nielsen.
Ad tiers and consolidation
Price hikes have driven a rise in ad-supported tiers as companies seek lower-cost options. As of 2024, Netflix’s ad tier had 40 million monthly active users globally, and Amazon’s Prime Video introduced ads by default in January 2024, requiring users to pay extra to remove them. The landscape has also consolidated.
In 2022, Warner Bros. Discovery was formed from the merger of WarnerMedia and Discovery.
In 2023, Disney regained full control of Hulu by buying out Comcast’s stake. These moves are part of the industry’s maturation. Analysts expect the trend to continue, with further price increases predicted as companies invest in content and technology.
The pace may moderate as competition intensifies and consumers become more price-sensitive. The story is developing, and further details may emerge.
