Streaming services are now a normal part of everyday life. Many people hold subscriptions for services like Netflix, Amazon Prime, Disney+, Apple TV+ and more. In fact, research suggests that at least 67% of UK consumers have a subscription for a film or TV service. But, with the cost of living a key concern and streaming services continuing to raise their prices, will we now see more people turn against streaming?
“Streamflation” refers to the price increase of various streaming services. In the US, the Bureau of Labour Statistics recently released data showing that video streaming prices rose by nearly 20% in December 2025. This category includes all the major players, like Netflix and Disney+.
When compared to other subscription-based services, the contrast with this category is stark. For example, recorded music and music subscriptions, which include Spotify and Apple Music, only rose 1.1% in the same period.
So, the data shows that streaming services are only continuing to rise. But, with more consumers feeling the pressures of the cost of living, some are arguing services will begin to see pushback.
What’s Causing “Streamflation”?
Netflix’s own website simply states that prices may change “as we continue to improve our service and add more TV shows and movies, introduce new features and respond to market changes”.
It’s true that the Netflix has continued to grow their library year-on-year. In the UK, the Netflix library stood at 6,101 titles in 2020, growing to 8,893 as of the end of 2025. Live streaming is another expansion that’s costing services more. Increased competition between services means new services and programmes is the main way to stand out, with live streaming being a key example.
The adoption of live streaming has been seen across the entertainment industry, especially in other highly competitive sectors. For example, iGaming and slots sites have incorporated the technology, often offering live streamed games which involve a real dealer. These games aim to create a more immersive experience, and help sites stand out from competition.
Netflix first delved into live streamed content with Chris Rock’s: Selective Outrage in 2023. The move was also reputationally risky, something Netflix encountered when news of their poor coverage of WWE “Monday Night Raw” hit the headlines. Complaints included issues with sound as well as buffering and lagging.
The move was also an expensive one, which might explain how this move could result in rising prices. Despite these expansions, many consumers are beginning to see the rises are unsustainable for customers.
Will Consumers Stick Around?
So, while streaming services indeed form a part of everyday life for many people, could rising prices actually put them off partaking in this economy?
Some industry analysts suggest that people may simply become more selective with their services and choose to unsubscribe from all but one service. Sites like MoneySavingExpert have provided advice for those wanted to cut down their Netflix costs. One of their points includes advising consumers to shop around different subscription services. This kind of consumer behaviour will only make the sector more competitive. Other advice includes switching to a cheaper subscription plan, splitting the costs across your household, or being added as an ‘extra member’ on someone else’s plan.
Ultimately, the tide hasn’t turned on Netflix yet, but it may take time for any changes to be seen. Netflix continues to dominate the streaming market, with over 300 million subscribes worldwide, so the streaming ‘powerhouse’ remains strong.
