Ampere says Netflix, Disney+ and Prime Video are slowing the size of streaming price hikes as customers near spending limits

Streaming subscribers may notice fewer percentage jumps in their renewals, even as average subscription prices continue to rise. Ampere Analysis, as reported by Deadline on Aug. 24, 2026, says Netflix, Disney+ and Prime Video owner Amazon have been “reining in” the size of price increases, reducing the average increase per subscription from 24% in 2023/24 to 14% in 2025/26.

The report attributes the shift to consumer spending pressure. Ampere’s analysis characterizes the market as moving toward the “limit” of what customers are willing to spend on streaming, a framing that suggests the next round of increases faces less tolerance than earlier waves of higher proportional adjustments.

In dollar terms, Deadline reports that the average still increased, even as the percentage rate of increase moderated. That distinction matters for budgeting, because a smaller percentage increase can still result in a higher month-to-month bill when the starting price has already moved up in prior years.

Deadline’s report places Netflix and Disney+ alongside Amazon’s Prime Video in the broader pattern of moderating price moves rather than accelerating them. The underlying comparison, spanning 2023/24 through 2025/26, indicates that pricing strategies are being recalibrated during the period in which consumers have accumulated multiple entertainment subscriptions.

While Ampere’s conclusion is framed around willingness to pay, the broader business impact is tied to customer retention and churn risk. Smaller increases can be read as a practical response to the point at which a greater share of households may reconsider whether they keep multiple services at once.

Ampere’s findings also suggest that streaming companies may be weighing how price hikes interact with household cash flow, particularly as consumers manage not only entertainment spending but also other recurring bills. That dynamic can influence the timing and magnitude of future list-price changes and promotional offers, even if services continue to adjust pricing over time.

Deadline reported Ampere’s analysis as part of coverage of Netflix, Disney+ and Amazon Prime Video pricing trends. The company-level implications depend on each service’s rollout of new tiers, renewal policies and regional pricing, but the core message in the report is that the average percentage increases have been falling as the market approaches what Ampere describes as consumer spending limits.