The skyrocketing costs of streaming services are no longer adding up for consumers — and now, platforms are starting to feel the pressure, too.
According to new data from Ampere Analysis reported by Deadline, streaming giants like Netflix, Disney+ and Amazon Prime Video are scaling back the size of their price increases as consumers hit their spending limit on monthly subscriptions.
The report showed that average price hikes across the three tracked services fell from 24% per subscription in 2023-24 to 14% in 2025-26, which, in dollar terms, translates to a slight decline from $1.67 to $1.54 over the same period.
The shift suggests streaming services may finally be nearing their ceiling on rising subscription costs, as consumers have more alternative options across the entertainment landscape (including free, ad-supported platforms) and less room in their budgets for higher monthly bills.
Ampere says the trend could also indicate that “streamers are moving closer to the limits of consumers’ willingness to pay,” leaving, in some cases, less room for bigger increases down the road.
