Western European subscribers to Netflix, Disney+, and Prime Video have taken steeper price increases than any other region over the past three years, with the average monthly bill up $1.86 against $1.70 in the US, according to Ampere Analysis. Sub-Saharan Africa came in lowest at under $1, since local competition and household income set how far each market can be pushed. The increases themselves are getting smaller, falling from 24% of the prior subscription price in 2023-24 to 14% in 2025-26 as customers hit the ceiling of what they’ll pay. Ad-free tiers absorbed bigger dollar increases than the ad-supported ones aimed at cost-conscious households. Ampere’s Jaanika Juntson said the streamers are leaning less on price rises for growth as they diversify how they make money off audiences.
