Streaming service price increases: the latest on Netflix, Disney Plus, Max, Hulu, and more | The VergeSkip to main contentThe homepageThe VergeThe Verge logo.The VergeThe Verge logo.TechReviewsScienceEntertainmentAIPolicyHamburger Navigation ButtonThe homepageThe VergeThe Verge logo.Hamburger Navigation ButtonNavigation DrawerThe VergeThe Verge logo.Login / Sign UpcloseCloseSearchTechExpandAmazonAppleFacebookGoogleMicrosoftSamsungBusinessSee all techReviewsExpandSmart Home ReviewsPhone ReviewsTablet ReviewsHeadphone ReviewsSee all reviewsScienceExpandSpaceEnergyEnvironmentHealthSee all scienceEntertainmentExpandTV ShowsMoviesAudioSee all entertainmentAIExpandOpenAIAnthropicSee all AIPolicyExpandAntitrustPoliticsLawSecuritySee all policyGadgetsExpandLaptopsPhonesTVsHeadphonesSpeakersWearablesSee all gadgetsVerge ShoppingExpandBuying GuidesDealsGift GuidesSee all shoppingGamingExpandXboxPlayStationNintendoSee all gamingStreamingExpandDisneyHBONetflixYouTubeCreatorsSee all streamingTransportationExpandElectric CarsAutonomous CarsRide-sharingScootersSee all transportationFeaturesVerge VideoExpandTikTokYouTubeInstagramPodcastsExpandDecoderThe VergecastVersion HistoryNewslettersArchivesStoreVerge Product UpdatesSubscribeFacebookThreadsInstagramYoutubeRSSThe VergeThe Verge logo.Streaming keeps getting more expensive: all the latest price hikesComments DrawerCommentsLoading commentsGetting the conversation ready...StreamingUpdated Today, Mar 26, 2026, 7:05 PM UTCStreaming keeps getting more expensive: all the latest price hikesby Verge StaffLinkShareRSSGiftDeath. Taxes. All your streaming services getting a little more expensive all the time. These are the new certainties in life, it seems.Netflix has raised the cost of its subscription repeatedly in recent years. Disney Plus, Prime Video, HBO Max, Paramount Plus, Peacock — practically any service you can name — charges more per month than it did a few years ago, and many of them have introduced ad breaks. As customers cancel cable more quickly than anyone expected, the studios and distributors are looking for a way to make up the lost revenue. Good shows, live sports, and movies are more in demand — and thus more expensive — than ever.And after a decade of spending money like it was going out of style because all investors cared about were subscriber numbers, companies are looking for any way they can to improve their bottom line. They’re cracking down on password sharing, canceling shows for the tax breaks, and even selling prized content to other platforms. But the most common strategy is simply to charge you, the viewer, more.We’re tracking all the price increases and other changes from streaming services so you can make sure you’re only paying for what you want. (We’ll also include discounts and deals, though those seem to happen less and less.) Here’s the latest:HighlightsNetflix is raising prices againNetflix won the streaming wars, and we’re all about to pay for itRemember when Netflix was just $7.99?It’s time to rethink our relationships with streaming servicesWhy Netflix keeps cranking up its pricesToday, Two hours agoEmma RothNetflix is raising prices againIllustration by Alex Castro / The VergeNetflix’s prices just went up, with its cheapest, ad-supported tier now reaching $8.99 / month (up from $7.99 / month), according to an updated support page spotted earlier by Android Authority. The standard and premium plans are also getting a hike, going from $17.99 to $19.99 / month and $24.99 to $26.99 / month, respectively.The streaming giant last raised its prices in January 2025 and has made several updates to its platform since then, including launching video podcasts, continuing a push into live events, rolling out new TV games, and revamping its interface on both its TV app and mobile. It also nearly acquired the Warner Bros. studio and its streaming service, HBO Max, for $83 billion before declining to match a higher bid from Paramount.Read Article >Mar 13Emma RothAmazon Prime Video nearly doubles the price to go ad-free and stream 4K videoStarting April 10th, Amazon’s ad-free Prime Video subscription will be rebranded as Ultra as its price increases to $4.99 per month from the current $2.99. Once it launches, it will also be the “exclusive” way to access 4K/UHD streaming, removing 4K streaming access from Prime subscribers who don’t pay extra.Paying the extra five bucks for Ultra will also get you support for up to five simultaneous streams and up to 100 downloads, as well as access to both Dolby Vision HDR and Dolby Atmos audio. There are upgrades for Prime subscribers without Ultra after April 10th that will bring Dolby Vision (in 1080p) back after Amazon removed it from the plan in 2024, plus increases for both downloads (going up to 50 from 25) and simultaneous streams (going up to four from three).Read Article >Feb 2Jay PetersCrunchyroll is raising prices againImage: CrunchyrollCrunchyroll is raising its prices in the US and “select international markets,” including the first price hike to its lowest-priced tier since 2019.Here are the price changes, according to Crunchyroll:Read Article >Nov 10, 2025Emma RothParamount Plus is getting a price hike in early 2026Illustration by Alex Castro / The VergeParamount Plus is going up in price again. As part of its earnings report released on Monday, Paramount announced that it will raise prices for subscribers in the US on January 15th, 2026, bringing the ad-supported Essential plan from $7.99 to $8.99 per month, while the ad-free Premium plan will go from $12.99 to $13.99 per month.Paramount says the price increase will “fuel continued reinvestment in the user experience and deliver an even stronger slate of programming” going forward. Like many other streamers, Paramount has hiked the price of its streaming service on an almost yearly basis. Paramount Plus raised prices in 2023 before hiking them further last June. It also recently raised prices in Canada and Australia.Read Article >Oct 21, 2025Richard LawlerHBO Max is raising prices for the third year in a rowImage: The VergeAnother day, another price increase for a streaming service, and this time it’s HBO Max, which has higher prices for everyone at the same time that its parent company puts everything up for sale. The first price hike for HBO Max hit in early 2023 before the service changed its name, and while that decision was rolled back in a re-re-branding, the prices still keep going up even after last year’s increase for ad-free plans.If you subscribe to the Basic with Ads package, your price is going up by $1 per month or by $10 for full-year subscriptions, taking the prices to $10.99 and $109.99, respectively, as reported earlier by Variety.Read Article >Aug 21, 2025Emma RothApple TV Plus is getting more expensive and will cost $12.99 per monthImage: Alex Castro / The VergeApple is raising the price of its streaming service. The company announced on Thursday that its $9.99 per month subscription will now cost $12.99 each month, marking a $3 price increase.The price increase will go into effect immediately for new subscribers, while existing ones will see the changes reflected 30 days after their billing cycle ends, Apple spokesperson Tom Neumayr confirmed in an emailed statement to The Verge.Read Article >Aug 5, 2025Charles Pulliam-MooreRoku’s new ad-free video service only costs $2.99 per monthToday, Roku announced the forthcoming arrival of Howdy, a new monthly subscription service that will give its users access to a massive catalog of on-demand films and series. Like other streamers, Howdy will feature a selection of programming licensed from other studios, including Lionsgate and Warner Bros., as well as some of its Roku Original productions like Weird: The Al Yankovic Story. But Howdy will be ad-free, and at $2.99 a month, it’s much cheaper than other players in the streaming space — all of which have gradually raised their prices in efforts to boost profits.In a statement about the service, Roku founder and CEO Anthony Wood said that Howdy is “designed to complement, not compete with” other, more premium platforms. Wood also stressed that Howdy costs less than a cup of coffee and insisted that Roku is trying to meet customers where they are by offering Howdy at such a relatively low price point.Read Article >Jul 17, 2025Emma RothPeacock is raising its prices by $3Image: Alex Castro / The VergeA subscription to Peacock is about to cost more. NBCUniversal announced on Thursday that it’s raising the price of its ad-supported Peacock Premium from $7.99 to $10.99 per month, while its ad-free Premium Plus plan will go from $13.99 per month to $16.99 per month. News of the price hike was first reported by Vulture.For new customers, the price increase will go into effect on July 23rd. Existing subscribers will see the hike on or after August 22nd, depending on when their next bill is. Peacock’s yearly plans will see similar increases, with Peacock Premium now priced at $109.99 per year (up from $79.99) and Premium Plus costing $169.99 (up from $139.99).Read Article >May 8, 2025Emma RothMax’s password sharing crackdown is about to get serious.Warner Bros. Discovery streaming head JB Perette said during an earnings call on Thursday that paid sharing prompts “will start getting firmer and more visible” in the coming months. Max added a $7.99 per month Extra Member option last month, which lets viewers share their password with someone outside their household.Apr 22, 2025Emma RothMax is going to make you pay for people you share your password withImage: The VergeMax has become the latest streaming service to clamp down on password sharing. Warner Bros. Discovery announced on Tuesday that Max will charge an extra $7.99 per month to add someone to your account outside your household.The new “Extra Member Add-On” allows subscribers across all tiers to invite a friend or family member to create a separate account with their own login credentials. These members can stream from one device at a time and “enjoy all other benefits included in the primary account owner’s base plans,” according to Warner Bros. Discovery. Subscribers can only add one extra member per account.Read Article >Mar 19, 2025Emma RothPlex Pass is going up in price — and now you’ll need it for remote playbackImage: PlexPlex is raising the price of its Plex Pass from $4.99 to $6.99 per month and gating a key feature behind the subscription. Starting April 29th, users who want to stream content from their media server outside their homes – and let other people access it for free – will need a Plex Pass subscription.The price hike goes into effect on April 29th and will also bring its annual plan from $39.99 to $69.99. The lifetime plan will increase from $119.99 to $249.99. This change will affect new and existing subscribers, except those who already paid for a lifetime subscription.Read Article >Feb 26, 2025Charles Pulliam-MooreMax’s ad-supported tier is losing CNN and the Bleacher ReportImage: Cath Virginia / The VergeThough Max has always said that it planned to charge more for access to its CNN and Bleacher Report Sports add-ons, the price hikes are coming in a roundabout way, targeted at subscribers of the streamer’s cheapest tier.Max announced today that it no longer intends to charge subscribers of its Standard ($16.99 / month or $169.99 / year) and Premium ($20.99 / month or $209.99 / year) tiers an extra $9.99 a month for CNN Max and Bleacher Reports Sports. The add-ons will be removed from Max’s ad-supported tier ($9.99 / month or $99.99 / year) beginning on March 30th, however, meaning that subscribers will have to move up to more expensive tiers should they want to keep watching live sports and news.Read Article >Jan 30, 2025Emma RothAmazon Music Unlimited is getting a price hikeIllustration: The VergeAmazon has raised the price of its Music Unlimited service in the US, Canada, and the UK, as reported by The Hollywood Reporter. In an update on its website, Amazon says it’s raising the price for Prime members from $9.99 to $10.99 per month (or $99 to $109 / year), while the plan for non-Prime members is going from $10.99 to $11.99 per month.The Unlimited Family Plan, which lets up to six people listen to music at the same time, is also increasing from $16.99 to $19.99 per month (or $169 to $199 / year). The price change went into effect for new subscribers on January 29th, 2025, while existing customers will have to pay the updated pricing when their subscription renews, or on or after March 5th, 2025.Read Article >Jan 26, 2025David PierceNetflix won the streaming wars, and we’re all about to pay for itIllustration by Nick Barclay / The VergeWhenever Netflix raises its prices — which seems to happen roughly as often as Ben Affleck falls in love with an A-list celebrity — the company always gives the same reason. It needs the extra money, you see, in order to keep investing in the kind of programming and product its 302 million subscribers demand. That’s how the standard monthly price of ad-free Netflix jumped from $7.99 to $17.99 over the course of the last 13 years, including a $2.50 jump just announced during the company’s recent earnings report. There’s still a $7.99 monthly plan, of course, but that one includes ads — and it’s a dollar more expensive than it was a week ago.But let’s be real with each other. You want to know why Netflix keeps raising its prices? Because it can. Because Netflix won. The rest of the streaming industry is competing ferociously over a finite pool of money, dealing with carriage disputes because of dwindling subscriber numbers, and panicking over the future of TV. Netflix is the future of TV.Read Article >Jan 25, 2025Wes DavisFubo’s cheapest streaming plan is now $85 per monthImage: Cath Virginia / The VergeFubo has raised its English-language streaming plan prices by $5 each, with a Fubo spokesperson citing “rising costs from our programming partners,” reported The Streamable yesterday. Fubo’s Essential and Pro plans now start at $85 a month, while its Elite plan has gone up to $95 monthly.“We only make adjustments when necessary,” a Fubo spokesperson said to The Streamable, “and we’re committed to keeping Fubo competitive while ensuring our subscribers have access to the channels, features and live events they enjoy.”Read Article >Jan 24, 2025Richard LawlerAmazon’s push to make Prime Video profitable.According to The Information, Amazon CEO Andy Jassy was annoyed by the costs of shows like LotR: The Rings of Power and Citadel and has pushed for the video service to be profitable by the end of this year. As Netflix raises prices, Prime is promoting shows from competing services and focusing more on live sports than originals.Amazon’s betting that sports can more reliably draw audiences to the Prime Video service than new movies and shows, significantly boosting its ad revenue, according to multiple people familiar with its strategy.Amazon’s Prime Video Shifts to Profits, Promoting Rival Streamers[The Information]Jan 22, 2025Emma RothRemember when Netflix was just $7.99?The price of Netflix’s standard plan has more than doubled since 2011, with its new price hike bringing it to $17.99 / month.Jan 21, 2025Emma RothNetflix is raising prices again, as the standard plan goes up to $17.99Illustration by Alex Castro / The VergeNetflix is raising prices yet again. In its latest earnings report released Tuesday, the streaming service announced that “we are adjusting prices today across most plans” in the US, Canada, Portugal, and Argentina.As shown on Netflix’s plans page, the ad-supported tier is increasing from $6.99 to $7.99 per month, while the standard ad-free tier will go from $15.49 to $17.99 per month. Its highest-priced premium tier is also increasing from $22.99 to $24.99 per month. The price hikes will go into effect during subscribers’ next billing cycle, according to Netflix spokesperson MoMo Zhou.Read Article >Jan 7, 2025Emma RothDiscovery Plus is raising its pricesPhoto Illustration by Jaque Silva/NurPhoto via Getty ImagesDiscovery Plus is going up in price, with its ad-supported plan going from $4.99 to $5.99 per month, and its ad-free plan increasing from $8.99 to $9.99 per month. The price hike will go into effect immediately for new subscribers, while existing subscribers will see the change during their next billing cycle or after February 7th.Discovery Plus raised the price of its ad-free plan for the first time in October 2023. Following the launch of Max, Discovery Plus remained a standalone subscription despite most of its content appearing in Warner Bros. Discovery’s flagship streaming service. Discovery Plus has a mix of shows — ranging from ultra binge-worthy to ultra cringe-worthy — from channels like HGTV, TLC, the Discovery Channel, Investigation Discovery, Magnolia Network, and others.Read Article >Dec 14, 2024Wes DavisYouTube TV is letting some subscribers hold off that price hikeIllustration by Alex Castro / The VergeYouTube announced a hefty subscription price increase this week that will shoot the monthly cost up by $10 to $82.99 on January 13th for existing members (or now, if you sign up today). Some subscribers are staving off the hike using the time-honored tradition of threatening to cancel, as one Verge reader indicated in a comment on our original story about the price hike.That’s backed up by users in a Reddit thread that 9to5Google spotted, several of whom reported getting the offer to keep paying $72.99 for six more months when they tried to cancel their subscriptions, although some report that didn’t work for them. Some who did get to keep the old price say it happened only when they logged in using a web browser on their computer and pushed through offers to pause their subscription instead.Read Article >Nov 22, 2024Umar ShakirSling TV’s streaming TV price goes up by $5.99 next monthPhoto by Chris Welch / The VergeSling TV is increasing its monthly subscription prices by $5.99 for all of its plans starting in December. The streaming TV provider said “rising costs” are to blame for the price hikes without specifying why — presumably, not all six of those bucks are intended to pay for its “arcade” library of interactive games that just added Pac-Man and Trivia Crack.There are two packages: Sling Orange, which includes Disney and ESPN networks, and Sling Blue, which includes Fox and NBC programming that previously cost $40 per month, individually. Now, they will cost $45.99 per month. There’s also the combo Sling Orange plus Blue, which offers a mix of both packages for $55 per month — but will go up to $61. Current subscribers will see the price change with their billing date on or after December 20th.Read Article >Nov 7, 2024Sean HollisterGeForce Now Founders won’t be subject to Nvidia’s upcoming 100-hour-a-month data cap.From Nvidia’s FAQ:No, Founders memberships will still have unlimited playtime hours for life, as long as there is no lapse in their membership.Also:Founders can upgrade to Ultimate and return to their prior Founders benefits at any time without penalty, as long as there is no lapse in their payments.Nvidia to cap game streaming hours on GeForce Now instead of raising feesTom WarrenNov 7Sep 23, 2024Wes DavisYouTube Premium subscribers are reporting price hikes around the globeIllustration: Alex Castro / The VergeYouTube is telling Premium subscribers outside the US that they’ll be paying more for the service soon, social media users began reporting over the weekend. So far, the higher prices are being reported in regions that include the EU, the Middle East, and South America, according to Android Authority.The price increases affect both individual and family plans. In some EU countries, people have said they were told their family plans will be going from €17.99 to €25.99 (or €11.99 to €13.99 for individuals) starting on November 7th. Posts on social media are reporting similar increases in places like Singapore, Colombia, and Saudi Arabia. A Reddit user is tracking the amounts in one thread.Read Article >Aug 7, 2024Emma RothDisney’s password-sharing crackdown starts ‘in earnest’ this SeptemberIllustration by Nick Barclay / The VergeDisney Plus will soon no longer let you share your password with people outside your household. During an earnings call on Wednesday, Disney CEO Bob Iger said the crackdown will kick off “in earnest” this September.The timeline for Disney’s password-sharing crackdown has been a bit confusing so far. In February, Disney announced plans to roll out paid sharing and also began notifying users about the change. It then launched paid sharing in a “few countries” in June but provided no information on when it would reach the US.Read Article >Aug 6, 2024Charles Pulliam-MooreThe price of Disney Plus is about to go upImage: DisneyThe next phase of Disney’s plan to make its streaming services profitable is another round of price hikes served up with more news and new playlist features.Disney is rolling out a new wave of price hikes that its subscribers will probably be none too pleased to be hit with. Beginning October 17th, individual monthly and annual plans for Disney Plus, Hulu, and ESPN are all going up.Read Article >More StoriesMost PopularMost PopularThe United States router ban, explainedSeiko resurrected a 44-year-old digital watch NASA astronauts wore to spaceIntel and LG Display may have beaten Apple and Qualcomm with the best laptop battery life everThe best deals we’ve found from Amazon’s Big Spring Sale (so far)Disney’s big bets on the metaverse and AI slop aren’t going so wellThe Verge DailyA free daily digest of the news that matters most.Email (required)Sign UpBy submitting your email, you agree to our Terms and Privacy Notice. 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Streaming service price increases: the latest on Netflix, Disney Plus, Max, Hulu, and more | The Verge

The escalating cost of streaming services is a persistent trend across the entertainment landscape, marked by repeated price hikes and the introduction of ad-supported tiers. According to The Verge’s reporting, streaming giants like Netflix, Disney Plus, Max, Hulu, and Paramount Plus are consistently raising their subscription prices, reflecting shifting dynamics within the industry and a response to declining subscriber growth. This adjustment stems from several factors, including increased content demand, studios and distributors seeking to recoup investment after a decade of prioritizing subscriber numbers over profitability, and the challenges posed by the rapid decline in cable television subscriptions. Key developments highlighted in the article include Netflix’s latest price adjustments – a $8.99 tier for ad-supported subscribers and increases in standard and premium plans – alongside Amazon’s rebranding of its Prime Video ad-free tier to Ultra at $4.99 per month and subsequent additions to its feature set. Furthermore, Crunchyroll, Paramount Plus, HBO Max, and Roku have all unveiled their own price increases, reflecting a wider industry-wide strategy to bolster revenue generation. The Verge details the specific price adjustments across these services, noting the introduction of “Extra Member Add-On” options for Netflix and Max to combat password sharing, a tactic implemented following the crackdown on unauthorized sharing. The article also outlines significant shifts in content strategy, with services like Max removing CNN and BrightCommit from its ad-supported tier, and Nvidia’s decision to cap game streaming hours on GeForce Now rather than simply increasing subscription fees. Despite these changes, The Verge highlights the continued demand for streaming content and the ongoing competition among providers, underscoring the evolving landscape of entertainment consumption.