As competition intensifies among streaming services, U.S. platforms are under growing pressure not only to attract new viewers but to keep existing subscribers from cancelling. A new report from Fabric, a provider of data and operations software for the entertainment industry, highlights how providers are leaning on bundles, price promotions and personalized content to tackle rising churn rates.
Subscription Prices Under Pressure
The report shows that ad-free streaming plans in the U.S. average $19.46 per month, while ad-supported tiers come in at $16.81, a modest 14% savings for viewers willing to watch ads. That gap is narrower than in other regions such as EMEA, where ad-supported plans are 17% cheaper at an average of $16.66.
To attract and retain subscribers, platforms increasingly rely on event-driven promotions. Disney+ and Hulu recently offered a bundle with ads for just $2.99 in March 2025, while HBO Max launched early annual deals and Prime Video capitalized on Prime Day discounts. Indie player MUBI also cycles promotional pricing every three to four months.