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Paid streaming for cheapskates is having a moment

The Verge / 3/20/2026

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Key Points

  • Streaming services have been raising prices, signaling ongoing cost pressures in the market.
  • Roku's Howdy ad-free plan at 2.99/month offers a cheaper option amid these price increases and could influence consumer choices.
  • Consumers are reacting to price hikes, with surveys showing many feel they're paying too much and some cancel services.
  • The trend is pushing providers to explore value-focused or cheaper tiers, possibly reshaping competition among streamers.
Roku’s Howdy offers ad-free streaming for $2.99 a month.

This is Lowpass by Janko Roettgers, a newsletter on the ever-evolving intersection of tech and entertainment, syndicated just for The Verge subscribers once a week.

Streaming is getting expensive: This week, Amazon Prime Video became the latest streaming service to increase prices. In addition to the annual $139 fee for Prime, consumers now have to pay $4.99 for ad-free viewing. The increase comes after Netflix, HBO Max, Disney Plus, and Discovery Plus all raised their prices in 2025.

Those price increases don't go unnoticed. About half of US consumers think they're paying too much for streaming, and two out of three people who canceled a …

Read the full story at The Verge.