Netflix, Disney+ and Amazon have been scaling back subscription price increases, with the average hike across the three global streaming giants falling to 14 percent of the previous price in 2025/26 from 24 percent in 2023/24, according to Ampere Analysis.

In dollar terms, the average increase declined more modestly to $1.54 from $1.67 over the same period, with the average hike standing at $1.62, or 17 percent, in 2024/25.

In a press statement yesterday, Ampere said the trend could indicate that as streaming markets mature and become more competitive and saturated, services are moving closer to the limits of consumers’ willingness to pay, leaving less room for larger price increases.

Ad-free tiers have recorded larger price increases than ad-supported plans over the past three years, averaging $1.62 compared with $1.21.

The price gap between the two types of plans has also widened, rising globally across the three services from $4.53 in August 2023-July 2024 to $5.35 in August 2025-July 2026.

In the US, for example, Netflix’s price difference for new subscribers between its Standard with Ads and Standard plans increased from $8.50 in August 2023 to $11 in July 2026.

Ampere said the growing importance of advertising as a streaming revenue source gives platforms an incentive to keep ad-supported tiers attractively priced.

Across the three services, average price increases over the past three years ranged from $1.73, or 16 percent, for Netflix to $1.53, or 17 percent, for Disney+ and $1.47, or 30 percent, for Amazon.

Netflix’s price increases have remained broadly stable, while Disney+ recorded the clearest shift towards more modest hikes, with its average increase falling from $1.86, or 31 percent, in 2023/24 to $1.45, or 13 percent, in 2025/26.

Amazon made the fewest increases over the period, which Ampere said likely reflects the broader role of the Prime subscription within Amazon’s retail business.

Western Europe recorded the largest average price increases over the three-year period at $1.86, or 16 percent, followed by North America at $1.70, or 15 percent, and Central and Eastern Europe at $1.68, or 18 percent.

Most regional markets are moving in the same direction, with average price increases shrinking over time, Ampere Analysis observed.

Ampere Senior Research Manager Jaanika Juntson said the decline in price increases comes as streamers diversify how they monetise audiences, with advertising becoming an increasingly important revenue stream and password-sharing crackdowns allowing platforms 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 services increasingly mindful of how they are positioned against rivals.