Lately, price hikes across streaming services have become the norm in North America, and Apple TV+ is part of that trend. The film, TV series, and documentary service, known for popular titles like Ted Lasso, Cooking with Chemistry, and For All M humanity, has announced an increase in its monthly subscription fee. The new price will begin at 6.99, up from 9.99 euros currently charged to subscribers. This marks a 43% jump and signals a broader shift in how streaming platforms price their catalogs.
With this change, Apple TV+’s monthly rate now sits at roughly double what it was a year ago. The fee hovered around 4.99 euros per month at the start of October 2022 and has since risen to 9.99 euros per month. This trajectory mirrors what many consumers are already feeling in Canada and the United States, where streaming budgets are under pressure as more services compete for attention and content libraries expand.
DiCaprio and Joaquin Phoenix movies
This price uptick coincides with anticipation around two highly awaited Apple TV+ titles: Moon Killers, Martin Scorsese’s new film, and Napoleon, Ridley Scott’s upcoming project. Both releases are poised to draw large audiences and could drive renewed interest in the platform as these films enter theaters and then migrate to the streaming catalog in the following months. Academy acclaimed actors like Leonardo DiCaprio are central to the marketing push, highlighting Apple TV+’s push to position itself as a home for prestige cinema alongside its existing series lineup. (Source: Industry Forecasts)
Moon Killers, featuring a high-profile ensemble, premiered in theaters recently and is expected to arrive on Apple TV+ later this year. Napoleon follows as Ridley Scott’s historical epic, with a theatrical release already generating strong early buzz. Once released to theaters, both projects are anticipated to bolster subscriber growth and retention as viewers seek convenient access to new releases within Apple’s ecosystem. (Source: Film Press Notes)
The first project stars Leonardo DiCaprio and recently hit theaters, with a planned streaming window to come in the following months. The second project stars Joaquin Phoenix and is scheduled for a late-year theatrical debut, followed by a faster arrival on Apple TV+ to satisfy demand from fans seeking premium cinematic experiences in one place. This alignment of theatrical and streaming windows is a clear strategy to maximize value for subscribers across regions like Canada and the United States. (Source: Entertainment Industry Briefs)
Generalized increases
The new Apple TV+ pricing is part of a wider pattern of price hikes across major streaming platforms. In the past months, Netflix has also signaled higher price points for some markets, though not all regions have faced changes at once. The basic tier has shifted from around €7.99 to €10.99 per month, while higher-tier options have seen increases that push the monthly price toward €19.99 for premium access. For Canadian and American consumers, similar parity adjustments may appear across plans as platforms balance cost with production investments and growing catalog sizes. (Source: Market Pricing Monitor)
HBO Max adjusted its rate last July, rising from 8.99 to 9.99. Disney+ is restructuring its value with ads and ad-free plans, with ad-supported pricing around 5.99 per month and ad-free tiers around 8.99 or 11.99 depending on the package, while annual figures inch up as well. The overall trend is clear: more content, higher prices, and a push toward bundled or ad-supported options to protect budgets while keeping libraries broad and fresh. (Source: Streaming Industry Ledger)