Video streaming services monthly subscription price in the U.S. 2023

Netflix had the most expensive subscription plan among video streaming services in the U.S., with its ad-free premium tier costing just under 20 U.S. dollars per month as of October 2023. By contrast, the streaming giant’s most basic plan supported with ads cost subscribers nearly seven U.S. dollars on a monthly basis. Peacock and Paramount+ were priced lower than the larger, more established SVOD providers like Netflix, Max, and Disney+, with the latter recently increased their fees. 

Consumer behavior after price hikes

Video streaming services regularly increase their subscription costs. However, in times of a looming recession, it is particularly taxing for consumers who must decide whether they can still afford the luxury of having multiple streaming subscriptions. According to a 2023 survey, the price was the main reason for consumers to stop the use of streaming offers, 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.