Subscribers to Netflix, Disney+ and Amazon Prime Video in western Europe have faced the world’s biggest streaming price increases in recent years, according to Ampere Analysis.
Over the past four years, the largest streaming companies have reshaped their business models. They introduced cheaper advertising tiers to attract budget-conscious users while charging more for premium, ad-free viewing. The increases have helped fund new content and drive profits.
Western Europe Leads Global Streaming Price Increases
Western Europe recorded an average monthly price increase of $1.86, or 16 percent, over the past three years. North America followed at $1.70, while central and eastern Europe averaged $1.68.
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Subscribers in sub-Saharan Africa faced the smallest average increase, at less than $1. Ampere said household incomes and competition among local services help shape prices in each market.
Netflix posted the highest average increase across the three platforms at $1.73. Disney+ followed at $1.53 and Amazon at $1.47. Ad-free packages absorbed larger increases, averaging $1.62, against $1.21 for tiers with advertising.
Netflix, Disney+ and Amazon Raise UK Costs
Netflix increased US prices in March for the second time in slightly more than a year. In the UK, its last rise came in February 2025, the first since October 2023.
That change added £1 to Netflix’s advertising package, taking it to £5.99 monthly. The standard ad-free package rose by £2 to £12.99. Netflix currently lists its premium UK plan at £18.99.
Netflix UK’s annual revenue passed £2 billion for the first time last year. Revenue climbed 11 percent to £2.06 billion from £1.85 billion in 2024. Pre-tax profit increased from £63 million to £72.5 million.
The company said growth was “driven primarily by a 7% growth in the average number of paid memberships and by higher average monthly revenue per paying membership”.
Disney+ raised UK and US prices in September and October last year. Its UK advertising plan now costs £5.99 monthly. The standard ad-free tier costs £9.99 monthly or £99.90 annually.
Amazon began charging UK users an extra £2.99 monthly to remove advertisements from Prime Video in February 2024.
Consumers Push Back Against Bigger Rises
Ampere found that average increases across the three services fell from 24 percent of the previous price in 2023-24 to 14 percent in 2025-26. In dollar terms, the average rise dropped from $1.67 to $1.54.
The decline suggests platforms have less room for major increases “as consumers reach limits on willingness to pay”. Companies increasingly rely on advertising and other revenue options as streaming markets mature.
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Jaanika Juntson, 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.”
The findings suggest western European viewers still carry the heaviest price burden, but subscriber resistance may restrain future increases.
