The streaming services have gone from luring new subscribers with low entry rates and special offers to raising subscription prices. This is a response to the saturated market and the need to make a profit. Netflix, HBO Max, Apple TV+, Amazon Prime and Disney+ have increased their prices, with increases varying. The higher costs of creating content, partly due to strikes and global inflation, are given as the reason for the price increases. Streamers are now also trying to discourage account sharing and are introducing cheaper subscriptions with ads. Despite the price increases, many consumers remain loyal.

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