Lower prices becoming critically important for streaming viewers
Lower prices becoming critically important for streaming viewers
A new study from Hub Research shows that audiences are vastly more likely to consider price when valuing their streamers as compared to a year ago.
Streaming services have confidently raised prices seemingly whenever the mood strikes them over the past few years. Have customers finally had enough? There could be signs that such is the case, according to new data from Hub Research. Hub’s annual “How to Monetize Video” study reveals that viewers are growing more and more value-aware as they choose between streaming services and see free streaming services as an excellent value — even with the ads.
Key Details:
- Cost creep: Viewers continue to have to adjust their maximum spend on TV subscriptions.
- Attitude shift: Low price has a much bigger impact on perceived streaming service value than it did a year ago.
- The right price: Viewers say free streamers have “excellent” value at a higher rate than paid streamers.
Per Hub’s latest study, the amount that viewers are actually spending on TV subscriptions every month has decreased slightly year over year. In 2025, customers were spending $83 per month on TV services, versus $82 per month in 2026. But the amount that audiences report being willing to spend each month has risen to $93 per month on average, a sign that viewers are continuing to adjust to higher streaming prices.
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Price concerns have become a huge factor for subscribers as they shop between streaming services. Hub asked viewers to clarify how they rank different aspects of TV services, and price has become the most important factor for customers as they assess the value of a given streamer — more important than live sports access.
In 2026, 21% of respondents said that a low price had a high impact on the perceived value of a streaming service, up from 12% in 2025. Access to live sports is still a key factor for viewers as well, as 13% say it’s an important part of the value equation when choosing between services.
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In another sign that viewers’ ad tolerance with streaming content has grown, free streaming services are being identified by viewers as offering the best value. Hub asked its respondents to identify which streaming brands they associate with “excellent” value, and only one paid streamer cracked the top four.
That service is YouTube Premium, the ad-free version of YouTube that allows people to watch creator-made videos, stream music, and more. Tubi, Pluto TV, and The Roku Channel round out the top four, with Prime Video, HBO Max, and Apple TV ranking highest among paid subscription services.
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The data continues to offer clues for streamers as they try to market their platforms to consumers. Audiences are increasingly looking to get the most value possible out of their streaming subscriptions as prices rise, and streamers will have to find meaningful value for customers without raising prices if they want to create a loyal subscriber pool.
Prime Video
Prime Video is a subscription video streaming service that includes on-demand access to 10,000+ movies, TV shows, and Prime Originals like “The Lord of the Rings: The Rings of Power,” “Jack Ryan,” “The Marvelous Mrs. Maisel,” “The Boys,” and more. Subscribers can also add third-party services like Max, Showtime, STARZ, and dozens more with Prime Video Channels. Prime Video also offers exclusive live access to NFL Thursday Night Football.