Streaming prices in Western Europe are soaring—more than anywhere else in the world—with average hikes hitting $1.86 per month, even outpacing U.S. subscribers. Platforms like Netflix and Disney+ are pushing cheaper ad-supported tiers while jacking up premium plans to fund new content and boost profits. But as price increases slow down, companies are realizing consumers have limits—and with fierce global competition, they’re getting smarter about how they monetize without losing viewers.

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