Apple TV+ has again increased its monthly subscription price, bringing the cost to $14.99 per month or $119 annually. This marks the third time the service has raised its price since its debut in 2019 at $4.99 per month. The latest increase follows a hike in late 2025, when the price rose from $9.99 to $12.99.
Apple TV+ is not alone in raising prices, as a trend of “streamflation” has affected the subscription video-on-demand market throughout 2026. Netflix implemented significant price increases across all its tiers in March. Its ad-supported plan rose from $7.99 to $8.99, the Standard plan from $17.99 to $19.99, and the Premium plan from $24.99 to $26.99. Netflix also discontinued its basic ad-free plan in 2023.
Peacock also saw price adjustments, with its Premium tier increasing from $10.99 to $12.99 and Premium Plus from $16.99 to $19.99. These new prices went into effect for new and returning subscribers on August 18, and will apply to current subscribers after their next billing date, which is after September 17.
Paramount+ raised its Essential and Premium plans by $1 in January, setting them at $8.99 and $13.99 respectively. Amazon Prime Video increased the price of its ad-free option from $2.99 to $4.99 per month, while keeping the core Prime membership at $14.99.
Disney is adjusting prices for its legacy streaming bundle, which includes Disney+ (ad-free), Hulu (with ads), and ESPN+ (with ads). The monthly cost for this bundle will increase from $24.99 to $27.99 starting September 17. These legacy packages are only available to users who subscribed before August 20 and have maintained their subscriptions.
In October, HBO Max raised its Premium plan by $2, from $20.99 to $22.99 per month.
These price increases have drawn criticism from users on social media. Some users expressed frustration with the rising costs, with one X user calling streaming services a "scam" and questioning the value proposition. Another user specifically called out Apple TV+, stating that "Not enough content for $15 a month." A common sentiment echoed by users is that streaming was initially promoted as a more affordable alternative to cable but has since evolved into a model of frequent, incremental price hikes, leading subscribers to pay for multiple services to access desired content.