Analysis: Netflix, Disney+, Amazon pull brake on price rises
August 24, 2026

By Nik Roseveare



The largest global subscription streaming platforms are reducing the size of price increases over time, according to Ampere Analysis.

Across Netflix, Disney+ and Prime Video (via Amazon Prime), average price rises have fallen from 24 per cent of the previous subscription price in 2023/24 to 14 per cent in 2025/26.


Key findings:

Average price increases have fallen
In dollar terms, average increases have declined from $1.67 (€1.43) to $1.54 over the same period, with increases averaging $1.62/17 per cent in 2024/25. Across the full three-year period, the average individual price increase was $1.60, equivalent to 17 per cent of the previous price. As streaming markets mature and become increasingly competitive and saturated, Ampere believes 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 see larger price increases
Over the past three years, ad-free tiers have seen larger price increases 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 US, 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 vary across services,
Average price increase have ranged from $1.73/16 per cent for Netflix to $1.53/17 per cent for Disney+ and $1.47/30 per cent for Prime. The frequency of price increases also differs.

Netflix’s price increases have remained broadly stable.
Disney+ has seen the clearest shift towards more modest increases, down from an average increase of $1.86/31 per cent in 2023/24 to $1.45/13 per cent in 2025/26.
Prime Video 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 sees largest price increases
Western Europe has seen the largest average price increases over the past three yearsat $1.86/16 per cent, ahead of North America at $1.70/15 per cent and Central and Eastern Europe at $1.68/18 per cent. Most regional markets are moving in the same direction, with average price increases shrinking over time.

Jaanika Juntson, Senior Research Manager at Ampere Analysis, commented: “The decline in price increases comes as streamers diversify how they monetise their audiences. 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.”