Netflix, Disney+, and Amazon price rises in western Europe ‘highest in world’

A series of price rises by Netflix, Disney+, and Amazon Prime over the past three years have seen European viewers hit by the largest average rises in subscription charges.

Victoria Smurfit as Maud O'Hara and Aidan Turner as Declan O'Hara in the new season of 'Rivals' on Disney+ from Friday. 

Subscribers to Netflix, Disney+ and Amazon Prime Video in Western Europe have faced higher price increases than in any other market in recent years, according to research.

Over the past four years, the world’s largest subscription video streaming services have dramatically changed their business models, introducing lower-priced, basic advertising tiers to attract new subscribers, while also increasingly monetising users willing to pay more for a premium experience.

Research by Ampere Analysis showed that a series of price rises over the past three years, to fund the production of content and drive profits, have led to Western European subscribers being hit by the largest average price increases.

Over this period, the average increase in the cost of a monthly subscription has risen by $1.86 (€1.59) — more than the US, the world’s biggest streaming market, at $1.70 — and all other world regions.

Pricing in different markets is influenced by a number of factors, including domestic competition and household income, with subscribers in sub-Saharan Africa facing the smallest average price increase of less than $1 over the past three years.

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In March, Netflix increased prices in the US for the second time in a little over a year. Irish subscribers last faced a price increase of €2 a month in February 2025, the first increase since 2022.

In Ireland, a Basic account will increase from €8.99 to €10.99. The price of a standard account will increase from €14.99 to €16.99.

The most recent price increases pushed the cost up €2 to €10.99 a month for the basic package with ads, and up €2 to €16.99 a month for Netflix’s standard ad-free package.

Disney+ last moved to raise prices in Ireland in March, with the cost of a subscription to its package with advertising €11.99 a month and standard ad-free tier €15.99 a month.

While semi-regular price rises have become a facet of the streaming sector, Ampere’s research also showed that the scale of each bump-up in subscription charges has dropped significantly “as consumers reach limits on willingness to pay”.

Jaanika Juntson, senior research manager at Ampere Analysis, said: "Advertising is an increasingly important revenue stream, reducing reliance on subscription pricing alone, while password-sharing crackdowns allow streamers to generate more value from existing audiences through extra member slots. 

"As streaming businesses mature, revenue growth is becoming less reliant on price increases, while intense competition is also making streamers increasingly mindful of how they are positioned against rivals.”