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As of October 2025, Disney's new streaming service ESPN had the most expensive subscription plan among video streaming services in the United States, with its Unlimited tier costing just under 30 U.S. dollars per month while also still showing ads. Prior to that, Netflix's ad-free Premium tier was the most expensive. Netflix also had one of the cheapest ad-supported tiers alongside Paramount+. The least expensive ad-free subscription was available from Apple TV, at 12.99 dollars per month.

Consumer behavior after price hikes

Video streaming services regularly increase their subscription costs. However, in light of recent economic developments, it is particularly taxing for consumers who must decide whether they can still afford the luxury of having multiple streaming subscriptions. According to a 2024 survey, the main reasons for consumers to stop the use of streaming offers were cost-related, and they are increasingly looking for alternative monetization models and bundling options. 

DTC business under pressure

In order to keep their customers engaged and boost income, streaming providers needed to take action. Disney, for example, not only increased subscription fees, but also announced several cost-cutting measures to become profitable in the direct-to-consumer business in the upcoming years. These included laying off thousands of employees and reducing content spending by removing TV shows and movies from their services.