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Netflix, Disney+ and Prime Video price rises hit Western Europe hardest
Herz — World Desk · · 30s summary · 2 min read
The essentials
Netflix, Disney+ and Amazon Prime Video subscribers in Western Europe have faced the world’s largest average price rises over three years, according to Ampere Analysis. The average monthly subscription cost increased by $1.86, compared with $1.70 in the United States. Ad-free plans rose more in absolute terms than ad-supported options. However, the average scale of increases slowed from 24% of the previous price in 2023–2024 to 14% in 2025–2026 as platforms diversified revenue and consumers approached the limits of what they were willing to pay.
- Average monthly subscription costs rose by $1.86 in Western Europe
- The comparable average increase in the United States was $1.70
- Ad-free plans recorded larger absolute increases than ad-supported plans
- Average price rises slowed from 24% to 14% of the previous rate
What the study found
Netflix, Disney+ and Amazon Prime Video subscribers in Western Europe experienced the world’s largest average subscription price rises over the past three years, according to an Ampere Analysis study cited by The Guardian.
The average monthly cost of a subscription to the three services rose by $1.86 in Western Europe. The corresponding increase in the United States was $1.70.
At the other end of the ranking, sub-Saharan Africa recorded the smallest average increase: less than $1 over three years.
Western Europe1.86
United States1.7
Cheaper plans supported by advertising
Over the past four years, major global subscription video services have introduced cheaper entry-level plans with advertising while increasing revenue from customers willing to pay more for premium access.
Ad-free plans across the three platforms recorded larger price increases in absolute terms than their ad-supported alternatives.
In February 2024, Amazon introduced a £2.99 monthly surcharge for Prime Video members who wanted to avoid advertising.
Netflix and Disney+ prices in the UK
Netflix raised its UK prices by £1 to £2 a month in February 2025, its first increase since October 2023.
The ad-supported Netflix plan now costs £5.99 a month after a £1 increase. Its standard ad-free plan costs £12.99 following a £2 rise.
Disney+ last raised prices in the UK and the United States in September and October 2025.
In the UK, Disney+ costs £5.99 a month with advertising. The standard ad-free plan costs £9.99 a month or £99.90 a year.
Netflix UK revenue exceeds £2bn
Netflix UK’s annual revenue exceeded £2bn for the first time in 2025, reaching a record £2.06bn.
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