Apple raised the monthly price of Apple TV+ to $12.99 from $9.99, a 30% increase that will affect existing monthly subscribers within 30 days. The annual plan and Apple One bundle prices remain unchanged. Apple TV+ continues to offer ad-free on-demand shows and movies, and still costs less than many ad-free competitors. Competing services like Amazon Prime Video and Paramount+ charge similar or higher ad-free prices. Rising subscription costs are coinciding with rapid growth for free, ad-supported TV services (FASTs) such as YouTube, Tubi, and The Roku Channel, which are gaining connected-TV watchtime.
Apple just raised prices for its streaming service by 30%. Apple TV+ now costs $12.99 per month, up from the $9.99 price tag it has had since October 2023. The 30% increase will take effect in the next 30 days for existing subscribers. However, prices won't change for the streamer's annual plan or Apple's Apple One bundle, which includes Apple TV+.
Unlike all other major streamers, Apple TV+ has never had ads for on-demand shows - and it's not getting them now. Even after the price hike, Apple TV+ still costs less than most of its ad-free peers. Amazon Prime Video is the cheapest high-profile streamer at under $12 without ads, while the revamped Paramount+ also charges $13 monthly for its ad-free plan.
Yet another streaming price increase could continue to fuel the rapid growth of free-to-access services like YouTube, Tubi, and The Roku Channel. YouTube posted one of its largest viewership gains ever in July, according to Nielsen. Google's video giant gobbled up 13.4% of watchtime on connected TVs in the US, up from 12.8% in June. Free, ad-supported TV services - also known as FASTs - have taken off this year.
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