Netflix, HBO Max Prices Well Above U.S. Users' Optimal $12 SVOD Price

U.S. consumers’ “ideal” price for a subscription-based video-on-demand service offering unlimited, ad-free movies and shows is $12 — unchanged since 2019, according to the latest data from Morning Consult, from a representative survey of U.S. adults conducted in January.

Having just raised its monthly fee from $14 to $15.50, that …

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