The Streaming Wars: A Pricey Pivot and What It Means for Your Wallet
The streaming revolution promised a cheaper alternative to cable, but a constant stream of price hikes and plan adjustments is turning that promise on its head. From Netflix to Max, Apple TV to Paramount+, consumers are facing a complex and increasingly expensive landscape for accessing their favorite shows and movies.
The Price Creep: A History of Streaming Costs
Over the past few years, nearly every major streaming service has increased its prices. Netflix, once a disruptor of the traditional TV model, has seen multiple price increases, most recently in January 2025, with its Standard with ads plan rising to $7.99 per month. HBO Max, now Max, has also undergone several price adjustments, culminating in increases for new customers in October 2025. Even Amazon Prime Video, often bundled with an Amazon Prime membership, isn’t immune, with the ad-free tier now costing an extra $4.99 per month, effective April 10, 2026.
The Rise and Fall (and Potential Rise Again) of Bundles
Bundling services initially seemed like a solution, offering a discount for subscribing to multiple platforms. Disney+, Hulu, and ESPN+ have been frequently bundled together. Apple and NBCUniversal have partnered for a bundle offering Apple TV and Peacock for $14.99 per month. Yet, the streaming landscape is in flux. Disney is planning to discontinue the standalone Hulu app in 2026, merging it with Disney+. A bundle offering Disney+, Hulu, and Max is currently available for $16.99 per month with ads.
Mergers and Acquisitions: A Shifting Power Dynamic
The industry is witnessing significant consolidation. Netflix briefly pursued acquiring Warner Bros. Discovery but ultimately dropped the bid following a counteroffer from Paramount. Paramount is now set to merge HBO Max and Paramount+ into a single service. This consolidation suggests a move towards fewer, larger streaming platforms, potentially reducing competition and, consumer choice.
Crunchyroll’s Price Adjustments and the Anime Niche
Crunchyroll, a leading anime streaming service, has also increased its prices, with its Premium Fan plan rising by $2 to $9.99 per month. The service even ended its free, ad-supported tier in January 2026, further emphasizing the trend of streaming services prioritizing paid subscriptions.
Peacock’s Strategy: From Free to Premium
Peacock initially launched with a free, ad-supported tier but discontinued it in February 2023. The service has since implemented multiple price hikes, with the ad-supported Premium plan now costing $10.99 per month. A new, less-expensive tier called Peacock Select, featuring content from NBC and Bravo, is also being tested.
What’s Next? Predicting the Future of Streaming
The streaming landscape is likely to continue evolving. Further consolidation is expected, potentially leading to a few dominant players. Price increases are likely to persist as services invest in original content and compete for subscribers. The bundling strategy may become more prevalent, offering consumers a way to manage costs. The ad-supported tier will likely remain a popular option, but the balance between ad-free and ad-supported experiences will continue to be debated.
About Our Expert
Chloe Albanesius
Executive Editor, News
Experience
I started out covering tech policy in DC for The National Journal, where my beat included state-level tech news and all the congressional hearings and FCC meetings I could handle. I later covered Wall Street trading tech before switching gears to consumer tech. I now lead PCMag’s news coverage and manage our how-to content.
Getting my start in DC means I still have a soft spot for tech policy; Congressional hearings can sometimes be as entertaining as a Bravo reality show, for better or worse. But PCMag is all about the technology we use every day, as well as keeping an eye out for the trends that will shape the industry in the years ahead (or flop on arrival). I’ve covered the rise of social media, the iOS vs. Android wars, the cord-cutting revolution that’s now left us with hefty streaming bills, and the effort to stuff artificial intelligence into every product you could imagine. This job has taken me to CES in Vegas (one too many times), IFA in Berlin, and MWC in Barcelona. I also drove a Tesla 1,000 miles out west as part of our Best Mobile Networks project. Of late, my focus is on our hard-working team of reporters at PCMag, guiding and editing their robust coverage of satellite internet efforts, electric vehicles, the latest cyberattacks, AI, and more.
I wouldn’t consider myself an early adopter; I hung on to my iPhone XR until I traded up to an iPhone 15. My aging Apple Watch Series 4 was finally replaced by a Series 10 last year. On the desktop, it’s all Windows for me. I’ve tried macOS, but alas It’s not for me.
Latest By Chloe Albanesius
Frequently Asked Questions
- Are streaming prices still going up? Yes, most major streaming services have increased prices in recent years, and further increases are likely.
- What is the best way to save money on streaming? Consider bundling services, opting for ad-supported tiers, and regularly reviewing your subscriptions.
- Will streaming services continue to merge? Industry consolidation is expected to continue, potentially leading to fewer, larger platforms.
