Netflix, Disney+ and Prime Video are raising subscription prices more cautiously as the streaming market becomes increasingly mature and competitive, according to new data from Ampere Analysis.
The average price increase has fallen from $1.67 two years ago to $1.54 today, suggesting streamers may be nearing consumers’ willingness-to-pay limit.
Ad-free plans continue to see larger increases than ad-supported tiers, widening the average price gap between the two from $4.53 in 2023–2024 to $5.35 in 2025–2026.
Disney+ has made the biggest shift toward smaller increases, while Netflix’s hikes have remained relatively stable.
Ampere says the trend could mean smaller price increases ahead as streaming companies balance subscription revenue with the growing importance of advertising.
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