Research by Ampere Analysis reveals that Western European subscribers to Netflix, Disney+, and Amazon Prime Video have experienced higher price increases than users in any other global market over recent years.
In response to shifting consumer preferences and the introduction of ad-supported tiers, the world’s leading streaming platforms have implemented multiple pricing adjustments to support content investments and improve profitability.
The data indicates that Western European customers have borne the brunt of these increases, with average monthly subscription costs rising by $1.86 (£1.36) over the past three years—an amount exceeding even the US market’s $1.70 increase.
This trend reflects regional pricing strategies influenced by local competition and varying income levels. In contrast, subscribers in sub-Saharan Africa faced the smallest average price hikes, remaining under $1 during the same timeframe.
In March, Netflix implemented another round of price adjustments in the US, marking its second increase within a year. Meanwhile, UK subscribers last saw price revisions in February 2025, with basic plans rising by £1 to £5.99 monthly and standard ad-free subscriptions increasing by £2 to £12.99.
Netflix UK’s annual revenue reached a record £2.06 billion ($2.56 billion USD) in 2024, representing an 11% growth compared to the prior year. Pre-tax profits climbed from £63 million to £72.5 million, partly attributed to a 7% rise in paid memberships and improved average revenue per user.
Disney+ adjusted its UK pricing structure in late 2023, offering ad-supported subscriptions at £5.99 monthly and premium ad-free versions at £9.99, or £99.90 annually. Amazon Prime Video followed suit in February 2024, adding a £2.99 monthly surcharge for viewers opting out of advertisements.
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Despite ongoing adjustments, Ampere reports that the magnitude of price hikes has moderated, dropping from 24% of prior subscription fees in 2023–24 to 14% projected through 2025–26. Ad-free tiers continue to see steeper increases than budget-friendly ad-supported options, reflecting efforts to retain cost-sensitive audiences.
Jaanika Juntson, senior research manager at Ampere Analysis, noted: “The reduction in price increases signals evolving monetization strategies among streamers.” She added, “Revenue growth is increasingly driven by diversified approaches rather than pure price hikes, especially as fierce market competition shapes pricing decisions.”
Speculation about high-profile content ventures persisted recently, with initial reports suggesting the Duchess of Sussex might return to acting in Guy Ritchie’s anticipated Netflix series *The Gentlemen*. However, subsequent sources clarified that no formal casting discussions have taken place for the show’s third season, currently awaiting renewal approval from Netflix.
The Duke and Duchess of Sussex originally partnered with Netflix in 2020 through a multi-year deal reportedly valued at $100 million, signaling their entry into branded entertainment alongside Archie and Lilibet.