The era of cheap streaming is ending. Services are killing basic plans, raising ad-tier prices, and eliminating free options. Here is everything that has changed and what is disappearing next.
A chronological look at how streaming services have systematically eliminated their cheapest options over the past two years.
Netflix stopped offering its $9.99/month Basic (ad-free) plan to new subscribers in the US and UK. Existing subscribers could keep it temporarily, but the writing was on the wall. This forced new users to choose between the $6.99 ad tier or the $15.49 Standard plan.
Hulu increased its base ad-supported tier from $5.99 to $7.99, a 33% jump that marked the beginning of the ad-tier price escalation trend across the industry. This was the plan that once cost just $1/month during promotional periods.
Netflix started notifying remaining Basic plan subscribers that their plan would be discontinued. Users were given the choice of Standard with Ads or upgrading to Standard. The affordable ad-free option was gone for good.
Peacock quietly removed roughly 80% of its free content, shifting nearly all desirable shows and movies behind the Premium paywall. While technically still offering a free tier, the available content was reduced to a fraction of what launched with the service.
The ad-supported plan that launched at $6.99 as a budget-friendly option got its first price increase, rising to $7.99. Standard went to $17.99 and Premium to $24.99. Every tier went up simultaneously.
Disney+ with ads jumped from $7.99 to $9.99 (25% increase). Disney+ No Ads rose to $15.99. Hulu with ads matched at $9.99. The entry price for any Disney-owned streaming content hit double digits for the first time.
Paramount+ moved several popular shows and live sports behind the more expensive With Showtime tier, effectively making the Essential plan significantly less valuable while keeping its price at $7.99/month.
Ad-supported plans were introduced as affordable alternatives. Now they are catching up to what ad-free plans used to cost.
| Service | Ad-Tier Plan | Launch Price | Current Price | Increase | Status |
|---|---|---|---|---|---|
| Netflix | Standard with Ads | $6.99 | $7.99 | +14.3% | Rising |
| Disney+ | With Ads | $7.99 | $9.99 | +25.0% | Rising |
| Hulu | With Ads | $5.99 | $9.99 | +66.8% | Major Hike |
| Peacock | Premium (with Ads) | $4.99 | $8.99 | +80.2% | Major Hike |
| Max | With Ads | $9.99 | $10.99 | +10.0% | Rising |
| Paramount+ | Essential (with Ads) | $4.99 | $7.99 | +60.1% | Degraded |
Avg ad-tier price increase since launch
Avg ad-tier price today
What ad-free Netflix Basic used to cost
These services still offer completely free content with no subscription required. They are funded entirely by advertising revenue.
Completely Free - No signup required
Owned by Fox Corporation. Offers over 50,000 movies and TV shows with ads. No account needed to start watching. The largest free streaming library in the US with content from major studios. Growing original content lineup.
Completely Free - Live TV + On Demand
Owned by Paramount. Features 250+ live TV channels organized by genre plus thousands of on-demand titles. No signup required. Offers a cable-like experience with channel surfing at zero cost. Available on all major platforms.
Completely Free - Available on any device
Despite the name, The Roku Channel is available on all platforms, not just Roku devices. Offers free movies, shows, and live TV channels with ads. Content library includes recent theatrical releases and classic shows.
Free with Ads - Integrated into Prime Video
Amazon's free ad-supported service (formerly IMDb TV). Accessible through the Prime Video app without a Prime subscription. Includes original series and a rotating library of movies and shows. Future uncertain as Amazon reorganizes streaming.
Free with Library Card - No ads
Available through public libraries and universities. No ads at all. Specializes in independent films, documentaries, classic cinema, and educational content. The best-kept secret in streaming. Check if your local library offers access.
Limited Free - Heavily reduced content
Peacock technically still has a free tier, but the content available for free has been drastically reduced since launch. Most popular shows and all live sports require the Premium tier ($8.99/month). The free tier may be discontinued entirely.
Based on industry trends, analyst predictions, and company earnings calls, here is what is most at risk.
NBCUniversal has been steadily reducing free content on Peacock. Executives have signaled in earnings calls that the free tier exists primarily as a funnel to paid subscriptions. With free content reduced to near-zero value, full elimination is expected to simplify the tier structure and reduce server costs for non-paying users.
Amazon has been integrating Freevee content directly into the Prime Video app, blurring the line between free and paid. Some analysts predict Freevee will be folded entirely into Prime Video, with free content either eliminated or used to serve ads within the Prime Video interface instead of operating as a standalone free service.
The current trajectory suggests most ad-supported tiers will cross the $10/month threshold by the end of 2026. Netflix, Disney+, and Hulu ad tiers have already reached or exceeded $9.99. Max and Paramount+ are expected to follow. The idea of streaming with ads for under $8/month is effectively over.
Free Ad-Supported Television (FAST) services like Tubi, Pluto TV, and The Roku Channel operate on a fundamentally different business model. They generate all revenue from advertising and have no subscription tier to upsell. These services are growing viewership and ad revenue, making them likely to remain free for the foreseeable future.
Understanding your options when a streaming service raises prices or removes your plan.
Cancel before the new price takes effect
Services are required to give at least 30 days notice for price increases. You can cancel before the new rate hits and your current billing period will complete at the old price.
Downgrade to a cheaper tier
If your current tier is increasing, you can often switch to a lower tier. Going from ad-free to ad-supported can save $6-10/month per service.
Lock in annual pricing before increases
Annual plans are protected until renewal. If you switch to annual before a price increase announcement, you lock in the old rate for 12 months.
Request a retention offer
Some services offer discounted rates to subscribers who attempt to cancel. This is especially common with Hulu, which has historically offered $1-2/month promotional rates to retain departing subscribers.
File complaints if notice was insufficient
In the US, the FTC handles complaints about deceptive billing practices. In the EU, consumers have stronger protections. If you were charged at a new rate without adequate notice, you may have grounds for a refund.
Practical strategies to minimize the impact of disappearing cheap plans and rising prices.
Annual plans lock in your current rate for a full year. When a price increase is announced, immediately switch to annual billing if you plan to keep the service. Most services announce increases 30-60 days before they take effect, giving you time to act.
The Disney+/Hulu/ESPN+ bundle saves roughly 40% compared to subscribing separately. Similar bundles exist for Apple One (TV+, Music, Arcade, iCloud) and the Walmart+ Paramount+ deal. Bundled prices tend to increase more slowly than individual plans.
Maintain one or two paid streaming services and supplement with Tubi, Pluto TV, and Kanopy. These free services have surprisingly deep content libraries. Many movies and shows rotate between paid and free services, so patience can save you money.
Instead of paying for 4-5 streaming services year-round ($50-80/month), subscribe to one at a time. Watch everything you want on Netflix for a month, cancel, then switch to Disney+ the next month. You access everything for $10-18/month instead of $50+.
Price increases often hit when you are not paying attention. Use Subcut to track every streaming subscription and get alerts before each renewal. Knowing the exact date and price lets you make an informed decision every month instead of being charged automatically at the new rate.
A comparison of what a typical household streaming stack cost at the start of the streaming wars versus today.
The same four services cost 51% more today than they did in 2020. And that comparison uses the cheapest ad-tier for Hulu. If you compare all ad-free plans, the increase is even steeper. Meanwhile, the number of ads on ad-supported tiers has also increased, meaning you are paying more for a worse experience on every level.
As of early 2026, completely free streaming services include Tubi, Pluto TV, The Roku Channel, Amazon Freevee, Crackle, and Kanopy (with library card). Peacock still has a limited free tier but with heavily reduced content. These FAST (Free Ad-Supported Television) services are funded entirely by advertising.
Netflix removed its Basic plan ($9.99/month ad-free) to increase average revenue per user. The strategy was to push subscribers toward either the ad-supported tier (where Netflix earns advertising revenue on top of the subscription fee) or the more expensive Standard plan at $17.99/month. Existing subscribers were given a grace period before being migrated.
Yes. Ad-supported tiers have increased by an average of 43% since their introduction. Hulu with ads went from $5.99 to $9.99 (67%). Peacock Premium rose from $4.99 to $8.99 (80%). Netflix ads went from $6.99 to $7.99 (14%). Disney+ ads went from $7.99 to $9.99 (25%). The budget streaming option is becoming less budget-friendly each year.
Peacock's free tier is the most likely to be eliminated, as NBCUniversal has reduced free content to a minimum. Freevee's standalone identity is at risk as Amazon integrates it into Prime Video. Dedicated FAST services like Tubi and Pluto TV are expected to remain free as their business model depends entirely on ad revenue from free viewers.
Switch to annual plans before increases take effect to lock in the old rate for 12 months. Use bundle deals like Disney+/Hulu/ESPN+ for significant savings. Look for promotional rates when signing up as a new subscriber. Consider student or military discounts. Use Subcut to track renewal dates and get notified before price increases hit your account.
You have the right to cancel before the new rate takes effect. Services must provide at least 30 days notice for price changes. Annual subscribers are protected until renewal. You can request retention offers by initiating cancellation. In the US, the FTC handles complaints about deceptive billing. EU consumers have stronger protections under consumer law.
Subcut tracks every streaming subscription, alerts you before renewals, and shows you when prices change. Cancel before you get charged more.
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