Disney+ has been shrinking the size of its price increases, and new research suggests the reason is that subscribers are running out of patience. Analysis published Monday, August 24 by Ampere Analysis found that average annual price rises across Disney+, Netflix and Amazon Prime Video have fallen from 24 percent of the previous subscription price in 2023/24 to 14 percent in 2025/26.
The Numbers
In dollar terms the average increase across the three services has come down from $1.67 a month to $1.54, with 2024/25 sitting in the middle at $1.62, or 17 percent. Across the full three-year window the average individual increase worked out to $1.60, equivalent to 17 percent of whatever the price had been before.
Disney+ specifically averaged $1.53 per increase over those three years, or 17 percent. Netflix came in higher in dollars at $1.73 but lower as a percentage at 16 percent, while Amazon averaged $1.47 and 30 percent, the steepest proportional climb of the three because it started from the lowest base.
The Disney+ trend line is the sharpest in the report. Ampere says the service has shown the clearest shift toward more modest increases, from an average rise of $1.86, or 31 percent, in 2023/24 down to $1.45, or 13 percent, in 2025/26. Netflix’s increases have stayed broadly stable over the same period, and Amazon has raised prices least often, which Ampere attributes to Prime Video’s role inside the wider Prime membership.
Ad-Free Subscribers Are Absorbing More
The gap between tiers has widened over the same period. Ad-free plans took average increases of $1.62 against $1.21 for ad-supported plans, meaning the people paying most to avoid advertising have also been asked to absorb the larger rises. Ad-free tiers were already premium-priced, so the spread between the two options keeps growing.
That is a fairly direct commercial signal. The cheaper, advertising-supported tier is the one the streamers want people on, because it carries a second revenue stream, and the pricing structure is being used to push subscribers toward it.
Near The Ceiling
Ampere’s reading is that a maturing, saturated and increasingly competitive market has left the major services with less headroom than they had two years ago, and that the trend points to them moving closer to the limits of what subscribers are willing to pay. The firm expects less room for large increases going forward.
The context for Disney is a subscriber base that has already shown it will react. According to the analytics firm Antenna, the monthly cancellation rate for Disney+ doubled from about 4 percent in August 2025 to 8 percent in September 2025, and Hulu’s rose from 5 percent to 10 percent, a spike widely tied to ABC’s brief suspension of Jimmy Kimmel Live. Disney announced a fresh round of price increases on September 23 of that year, but they did not take effect until October 21, so the September churn came before them, and a Disney source told The Hollywood Reporter at the time that Antenna’s figures ran higher than the company’s own. Whatever the exact count, the lesson registered.
It also sits alongside a wider pattern of Disney managing costs closely across the business, including changes to cast member benefits taking effect in 2027. Smaller price rises are not generosity, they are arithmetic: an increase that drives cancellations costs more than it collects.
Deadline’s report on the Ampere findings is here, and Advanced Television has the per-service breakdown. Disney has not announced a new Disney+ price change, and nothing in the research points to one being imminent in either direction.
For the latest news and updates make sure to follow us on social media! Facebook | Twitter | Threads | Instagram
