Key facts
- Western European subscribers to Netflix, Disney+, and Amazon Prime Video have seen the highest average price increases globally in recent years.
- The average monthly subscription cost increase in Western Europe over the past three years was $1.86, exceeding the US increase of $1.70.
- These price adjustments are aimed at funding content production and boosting profits.
- Netflix reported record UK revenues of £2.06bn and pre-tax profits of £72.5m.
- The rate of price increases has slowed, with average rises falling from 24% in 2023-24 to 14% in 2025-26.
Subscribers to Netflix, Disney+, and Amazon Prime Video in Western Europe have experienced the most significant price increases globally in recent years, according to research by Ampere Analysis. Over the past four years, these major streaming services have shifted their business models, introducing lower-priced ad-supported tiers while increasing prices for premium, ad-free options to fund content production and boost profits.
Ampere's research found that the average monthly subscription cost in Western Europe has risen by $1.86 over the last three years. This figure is higher than the $1.70 average increase seen in the United States, the world's largest streaming market, and surpasses increases in all other global regions. Subscribers in sub-Saharan Africa faced the smallest average price increase, less than $1.
Netflix recently increased prices in the US and is set to do so in the UK in February 2025. In the UK, the basic ad-supported package now costs £5.99 per month, while the standard ad-free package is £12.99 per month. Netflix UK's latest financial figures show record annual revenues of £2.06bn, an 11% increase, with pre-tax profits rising to £72.5m. The company attributed this growth to a 7% increase in paid memberships and higher average revenue per user.
Disney+ last raised its prices in the UK and US in September and October of the previous year. In the UK, its ad-supported package costs £5.99 per month, and the ad-free tier is £9.99 per month or £99.90 annually.
Amazon introduced a £2.99 monthly fee in February 2024 for users who wished to avoid ads on Prime Video.
While price increases are common in the streaming sector, Ampere's research indicates that the magnitude of these hikes has decreased as consumers approach their spending limits. The average percentage increase across the three companies has fallen from 24% of the previous subscription price in 2023-24 to 14% in 2025-26. Ad-free packages have seen larger price increases than their ad-supported counterparts, which target more cost-sensitive consumers.
Jaanika Juntson, a senior research manager at Ampere Analysis, noted that streamers are diversifying their monetization strategies as the sector matures. Revenue growth is becoming less dependent on price increases, and intense competition is forcing companies to be more mindful of their pricing relative to rivals.