Subscribers to Netflix, Disney+ and Amazon Prime Video in western Europe have faced higher price increases than in any other market in recent years, according to research.
Over the past four years, the world's largest subscription video streaming services have dramatically changed their business models, introducing lower-priced, basic advertising tiers to attract new subscribers, while also increasingly monetising users willing to pay more for a premium experience.
Research by Ampere Analysis showed that a series of price rises over the past three years, to fund the production of content and drive profits, have led to western European subscribers being hit by the largest average price increases.
Average price increases by region
Over this period, the average increase in the cost of a monthly subscription has risen by $1.86 (£1.36) – more than the US, the world's biggest streaming market, at $1.70 – and all other world regions.
Pricing in different markets is influenced by a number of factors, including domestic competition and household income, with subscribers in sub-Saharan Africa facing the smallest average price increase of less than $1 over the past three years.
In March, Netflix increased prices in the US for the second time in a little over a year. UK subscribers last faced price increases, ranging from £1 to £2 a month, in February 2025, the first increase since October 2023.
Recent price changes and revenue
The most recent price increases pushed the cost up £1 to £5.99 a month for the basic package with ads, and up £2 to £12.99 a month for Netflix's standard ad-free package.
Netflix UK's recently published financial figures for last year show that the streaming company passed £2bn in annual revenues for the first time. The record £2.06bn marked an 11% increase on the £1.85bn reported in 2024.
The company, which also reported a healthy increase in pre-tax profits from £63m to £72.5m, said the revenue boost was "driven primarily by a 7% growth in the average number of paid memberships and by higher average monthly revenue per paying membership".
Disney+ last moved to raise prices in the UK and US in September and October last year, with the cost of a UK subscription to its package with advertising £5.99 a month and standard ad-free tier £9.99 a month, or £99.90 annually.
Shifting monetisation strategies
Amazon introduced a £2.99 monthly fee on top of its Prime Video membership for users wanting to pay to avoid seeing ads in February 2024.
While semi-regular price rises have become a facet of the streaming sector, Ampere's research also showed that the scale of each bump up in subscription charges has dropped significantly "as consumers reach limits on willingness to pay".
Average price rises across the three streaming companies have fallen from 24% of the previous subscription price in 2023-24 to 14% in 2025-26.
In dollar terms, the streamers' ad-free subscription packages have received larger price increases than their tiers that include ads, which are targeted at much more cost-conscious consumers.
Jaanika Juntson, a senior research manager at Ampere Analysis, said: "The decline in price increases comes as streamers diversify how they monetise their audiences.
"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."
