Consumers face rising streaming costs in 2026 as major platforms including Disney+, Netflix, and Apple TV boost subscription prices. Paramount+ implemented hikes in early 2026, following similar moves by competitors. The trend, dubbed streamflation, adds up for users juggling multiple services.

Viewers are reacting by shifting toward ad-supported tiers, which offer lower-cost access. Comscore data shows a sharp rise in ad-tier usage, particularly on Disney+ and Netflix. Nearly half of Netflix’s viewing now comes from its ad-supported plan, signaling a strategic shift by platforms to retain subscribers without driving churn.

Bundling services presents one way to cut costs. Apple and Peacock, for instance, offer joint plans at a discount. Disney’s Hulu and Disney+ bundles also provide savings. As price sensitivity grows, platforms may lean further into ad revenue models to maintain growth while keeping users engaged.