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“Buy now, pay later” has become a retail fixture seemingly overnight, and Cyber Monday is set to be the services’ biggest sales day yet. But as these payment options offer customers freedom and flexibility, are they also opening the door to a wave of unregulated debt?

Six years ago, when San Jose author Katie Keridan joined Disney+, the cost was just $6.99 a month, giving her family access to hundreds of movies like “The Lion King” and thousands of TV episodes, including Star Wars series “The Mandalorian” with no commercials.

But since then, the price of an ad-free streaming plan has ballooned to $18.99 a month. That was the last straw for 42-year-old Keridan, whose husband canceled Disney+ last month.

“It was getting to where every year, it was going up, and in this economy, every dollar matters, and so we really had to sit down and take a hard look at how many streaming services are we paying for,” Keridan said. “What’s the return on enjoyment that we’re getting as a family from the streaming services? And how do we factor that into a budget to make sure that all of our bills are paid at the end of a month?”

It’s a conversation more people who subscribe to streaming services are having amid an uncertain economy.

Once sold at discounted rates, many platforms have raised prices at a clip consumers say frustrates them. The entertainment companies, under pressure from investors to bolster profits, have justified upping the cost of their plans to help pay for the premium content they provide. But some viewers aren’t buying it.

Customers are paying $22 more for subscription video streaming services than they were a year ago, according to consulting firm Deloitte. As of October, U.S. households on average shelled out $70 a month, compared to $48 a year ago, Deloitte said.

About 70% of consumers surveyed last month said they were frustrated the entertainment services that they subscribe to are raising prices and about a third said they have cut back on subscriptions in the last three months due to financial concerns, according to Deloitte.

“There’s a frustration, just in terms of both apathy, but also from a perspective that they just don’t think it’s worth the monthly subscription cost because of just fatigue,” said Rohith Nandagiri, managing director at Deloitte Consulting LLP.

Disney+ has raised prices on its streaming service nearly every year since it launched in 2019 at $6.99 a month. The company bumped prices on ad-free plans by $1 in 2021, followed by $3 increases in 2022 and 2023, a $2 price raise in 2024 and, most recently, a $3 increase this year to $18.99 a month.

Disney isn’t the only streamer to raise prices. Other companies, including Netflix, HBO Max and Apple TV also hiked prices on many of their subscription plans this year.

Some analysts say streamers are charging more because many services are adding live sports, the rights to which can cost millions of dollars. Streaming services for years have also given consumers access to big budget TV shows and original movies, and as production costs rise, they expect viewers to pay more, too.

But some consumers like Keridan have a different perspective. As much as some streaming platforms are adding new content like live sports, they are also choosing not to renew some big budget shows like “Star Wars: The Acolyte.” Keridan, a Marvel and Star Wars fan, said she mainly watched Disney+ for movies such as “Captain America: The Winter Soldier” and shows like “The Mandalorian.” Now she’s going back to watching some programs ad-free on Blu-Ray discs.

While Keridan cut Disney+, her family still subscribes to YouTube Premium and Paramount+. She said she uses YouTube Premium for workout videos instead of paying for a gym membership. Her family enjoys watching Star Trek programs on Paramount+, like the third season of “Star Trek: Strange New Worlds,” Keridan said.

Other consumers are choosing to keep their streaming subscriptions but look for cost savings through cheaper plans with ads, or by bundling services.

“Consumers are more willing today than ever to withstand advertising and for the sake of being able to get content for a lower subscription rate,” said Brent Magid, CEO and president of Minneapolis-based media consulting firm Magid. “We’ve seen that number increase just as people’s budgets have gotten tighter.”

Keridan said she’s already cutting other types of spending in her household in addition to quitting Disney+. The amount of money her family spends on groceries has gone up, and in order to save cash, they’ve cut back on traveling for the year. Typically, Keridan says, they would go on two or three vacations annually, but this year, they will only go to Disneyland in Anaheim.

But even the Happiest Place on Earth hasn’t escaped price hikes.

“Just as the streaming fees have risen, park fees have risen,” Keridan said. “And so it just seems every price of anything is rising these days, and they’re now directly in competition with each other. We can’t keep them all, so we have to make hard cuts.”

The announcement underscores AI industry’s insatiable appetite for computing power as companies race to build systems that can rival or surpass human intelligence.

Microsoft and Nvidia plan to invest in Anthropic under a new tie-up that includes a $30bn commitment by the Claude maker to use Microsoft’s cloud services, the latest high-profile deal binding together major players in the AI industry.

Nvidia will commit up to $10bn to Anthropic and Microsoft up to $5bn, the companies said on Tuesday, without sharing more details.

A person familiar with the matter said both the companies have committed to investing in Anthropic’s next funding round.

The announcement underscores the AI industry’s insatiable appetite for computing power as companies race to build systems that can rival or surpass human intelligence. It also ties major OpenAI-backer Microsoft, as well as key AI chip supplier Nvidia, closer to one of the ChatGPT maker’s biggest rivals.

“We’re increasingly going to be customers of each other. We will use Anthropic models, they will use our infrastructure and we’ll go to market together,” Microsoft CEO Satya Nadella said in a video. He added that OpenAI “remains a critical partner”.

The move comes weeks after OpenAI unveiled a sweeping restructuring that moved it further away from its non-profit roots, giving it greater operational and financial freedom.

The startup has since then announced a $38bn deal to buy cloud services from Amazon.com as it reduces reliance on Microsoft. Its CEO, Sam Altman, has said OpenAI is committed to spending $1.4 trillion to develop 30 gigawatts of computing resources – enough to roughly power 25 million US homes.

Still, three years after ChatGPT’s debut, investors are increasingly uneasy that the AI boom has outrun fundamentals. Some business leaders have noted that circular deals – in which one partner props up another’s revenue – add to the bubble risk.

“The main feature of the partnership is to reduce the AI economy’s reliance on OpenAI,” D A Davidson analyst Gil Luria said of Tuesday’s announcement.

“Microsoft has decided not to rely on one frontier model company. Nvidia was also somewhat dependent on OpenAI’s success and is now helping generating broader demand.

AI industry consolidating

Founded in 2021 by former OpenAI staff, Anthropic was recently valued at $183bn and has become a major rival to the ChatGPT maker, driven by the strong adoption of its services by enterprise customers.

The Reuters news agency reported last month that Anthropic was projecting to more than double and potentially nearly triple its annualised revenue run rate to around $26bn next year. It has more than 300,000 business and enterprise customers.

As part of Tuesday’s move, Anthropic will work with Nvidia on chips and models to improve performance and commit up to 1 gigawatt of compute using Nvidia’s Grace Blackwell and Vera Rubin hardware. Industry executives estimate that one gigawatt of AI computing can cost between $20bn and $25bn.

Microsoft will also give Azure AI Foundry customers access to the latest Claude models, making Claude the only frontier model offered across all three major cloud providers.

“These investments reflect how the AI industry is consolidating around a few key players,” eMarketer analyst Jacob Bourne said.

Despite the looming deal, Microsoft shares are down 3.2 percent in midday trading. Nvidia is also trading 1.9 percent lower than at the market open, and Amazon has fallen 4 percent. Tech stocks remain under pressure after a cloud services outage earlier on Tuesday. Neither OpenAI nor Anthropic is publicly traded.

The resurgence of sleeper trains on the continent hit a kink in the tracks in September, when the Austrian state operator ÖBB announced that it would be axing its two Nightjet services – Paris to Vienna and Paris to Berlin – from 14 December. ÖBB cited the French government’s ending of subsidies, dealing a blow to the night-train renaissance.

However, there is light at the end of the tunnel. European Sleeper has told the Guardian that it will be taking over the route from Paris to Berlin, with the first train to run on 26 March 2026. The train will operate three times a week with departures likely to be from Paris Gare du Nord on Tuesday, Thursday and Sunday evenings and the return service from Berlin Hauptbahnhof and Ostbahnhof on Monday, Wednesday and Friday. The current Nightjet service departs Paris Gare de l’Est just after 7pm and winds east via Strasbourg, Frankfurt, Erfurt and Halle before arriving in Berlin around 8.30am. European Sleeper intends to make the journey via Brussels, with precise route details and timings currently being confirmed with infrastructure managers in France, Belgium and Germany.

“I think Nightjet’s existing market will certainly be interested in travelling on European Sleeper,” said Chris Engelsman, the company’s co-founder. “We will also be able to extend the ridership as we offer higher capacity than the Nightjet. ÖBB operates 12 coaches from Paris but it splits to Vienna and then Berlin. On the other hand, we have 12 to 14 coaches that will run entirely to Berlin, with a capacity of 600-700 passengers.”

The news is certainly welcomed by Oui au train de nuit!, a French campaign group who in September took to the platforms of Paris Gare de l’Est in their nightwear and threw a pyjama party to protest against the cuts to the sleeper services out of Paris. “This is a partial victory for the 91,000 people who signed our petition,” said Nicolas Forien, spokesperson for the group.

European Sleeper, a Dutch cooperative, ran its inaugural service from Berlin to Brussels on 25 May 2023 and the route was extended to Dresden and Prague a year later. The company has already carried over 230,000 passengers on more than 750 night trains and has been a key player in the sleeper-train market, which has not quite seen the spike in services some had hoped for, owing to a lack of rolling stock equipped with sleeper berths and cross-border complications. The company has also received mixed reviews as a result of technical glitches, sudden downgrades and delays. But, overall, many passengers have enjoyed the mishmash of old carriages and no-frills nostalgia offered by the firm, while embracing the idea of the journey itself being as important as the destination.

According to Engelsman, German-rented coaches for the new route were made in the 1990s. “They are quite similar to the comfort level on the Nightjet at the moment. Our sleeper coaches on the Prague service are relatively old – from as far back as 1956 – but we will not use them on this route. They will be newer.”

And the key question: will there be a dining car? “Not from the start,” Engelsman said. “We would love to have a dining car but, in terms of profitability, it is a challenge and we would need that specific type of coach. It’s difficult to break even on sales of meals and drinks. The rental costs of the coach and staff costs are very high.”

Prices for the European Sleeper from Paris to Berlin will start from €59 or €69 for a couchette compartment. Tickets will be available from 16 December 2025

Last week, HBO Max announced it raised its standard subscription by $1.50 to $18.49 a month — up 23% from when the streaming service launched five years ago amid the pandemic.

Such announcements have become almost routine in the television business as inflation hits streaming platforms that are under growing pressure to turn a profit and pay for higher programming costs.

Once seen as a cheaper alternative to cable, the cost of a streaming subscription for the top platforms continues to rise, much like higher prices for groceries, gasoline and housing.

In fact, the average price for subscriptions to the top 10 paid subscription streaming services in the U.S. increased 12% this year, following double-digit percentage increases per year since 2022, according to Victoria, British Columbia-based Convergence Research Group.

The research firm included streamers such as Netflix, Disney+, Hulu, Peacock, Apple TV and others in its data set. It factors subscriptions that are with ads or ad-free and does not take into account bundling. All of the major streaming services in the U.S. raised their prices on plans this year, except for Paramount+ and Amazon Prime Video, which boosted rates last year.

The price hikes reflect the tough economic realities of media companies that need to replace dwindling revenue from legacy pay TV channels that have seen sharp declines in viewership.

“The rest of their businesses have effectively been under attack by streaming and so they need this area to be profitable in order to compensate for the decline in their own businesses,” said Brahm Eiley, president of the Convergence Research Group. “It’s been tremendous pressure on them.”

Streaming services have been running as loss leaders for some time, said Tim Hanlon, chief executive of Vertere Group LLC, a media consulting firm.

“There’s no question that streaming is now under the gun to be its own profit center,” Hanlon said.

If rates go much higher, consumers may balk, experts said.

“The industry is playing a dangerous game by continuing to raise prices,” said Andrew Hare, senior vice president for the media research consultancy Magid. “We’re nearing a boiling point of rising churn and overwhelming choice.”

Magid has also already seen an uptick in the percentage of consumers who intend to cancel at least one streaming service in the next six months. The figure was 24% in the second quarter of 2025, up from 19% a year earlier.

“Hard as it is to imagine, the cable bundle is starting to look like a better value all the time,” Hare said.

Here is a look at which major streamers have raised prices on their ad-free streaming plans this year.

HBO Max

HBO Max raised prices across all of its plans. Its lowest-cost, ad-free streaming plan went up by $1.50 to $18.49 a month, while the annual version of that plan also increased $15 to $184.99.

HBO Max’s parent company, Warner Bros. Discovery, had 125.7 million global streaming subscribers in the second quarter, up 22% from a year earlier.

Like other streamers, HBO cited the need to help pay for quality content. The platform offers big-budget shows including drama “The Gilded Age” and “House of the Dragon,” which takes place in the “Game of Thrones” universe.

Consumers should brace themselves for more price hikes. Warner Bros. Discovery CEO David Zaslav said at a Goldman Sachs investors conference last month that he believes HBO Max is underpriced.

“We want a good deal for consumers, but I think over time there’s real opportunity, particularly for us in that quality area to raise prices,” Zaslav said.

Peacock

Big-time sports properties have been moving to streaming platforms and guess who is going to help foot the bill? Consumers, of course.

Ahead of becoming a major provider of NBA games this season, Peacock increased prices on its plans, including the premium plus ad-free streaming service, by $3 to $16.99 a month. That was the third price hike since Peacock launched in 2020, where its ad-free plan started at $9.99 a month.

The Comcast-owned streamer, which has 41 million paid subscribers, has weekly games on Mondays and Tuesdays and will have a Peacock exclusive NFL game on Dec. 27. Peacock next year will air the Milan Cortina Winter Olympics and continue to stream major sporting events such as NFL games.

In a July earnings call, Comcast Corp. President Mike Cavanagh touted how Peacock will have the most hours of live sports of any streamer next year.

Netflix

Netflix has also gotten into the sports business, with the addition of two NFL games on Christmas Day.

The streamer, which remains the industry juggernaut, is also expected to add Major League Baseball’s Home Run Derby and an opening night game when MLB finalizes a new media rights deal this year.

The company cited its entry into high-priced sports when it raised its prices on most of its plans, including on its cheapest ad-free monthly plan by $2.50 to $17.99 in the U.S. earlier this year.

“As we continue to invest in programming and deliver more value for our members, we will occasionally ask our members to pay a little more so that we can re-invest to further improve Netflix,” Netflix said in a letter to shareholders in January.

The slice of sports is coming at the expense of fans who need multiple subscriptions — if they want to keep up with every NFL game.

“A certain type of fan is starting to recognize they are being fleeced,” Hanlon said.

Higher prices on ad-free plans can help drive traffic to a streamer’s lowest-priced plans with ads. Netflix launched its subscription plan with ads in 2022 at $6.99 a month and it has only increased by a $1 to $7.99 a month since then in January 2025.

While many major streamers offer cheaper plans with ads, others offer free streaming services with ads such as the Roku Channel or Tubi.

A recent research study by Magid found that three-quarters of consumers are fine with watching commercials, if it saves them money.

Four in 10 said they’re “overwhelmed” by the number of services they use. The average number of streaming subscriptions per household in the third quarter is 4.6, up from 4.1 the previous year.

“Together, these trends point to a more value-driven streaming consumer seeking affordability and simplicity,” the study said.

Apple TV

Apple TV was once one of the lowest-priced subscription service plans, launching at $4.99 a month. Since then, prices for Apple’s video streaming service have increased to $12.99 a month, with its latest price jump of $3 in August.

The Cupertino-based company has been trying to make its streaming business more financially sound, but faces a formidable task as it has been a big spender in attracting name talent to its programs and movies.

When Apple TV first launched, it had just nine programs, but since then has expanded its library to include critically acclaimed shows and films including comedy “Ted Lasso,” drama “Severance” and “The Studio.”

Apple said in a statement that while it did raise its prices on its standard monthly ad-free plan, the cost of its annual subscription remains at $99 and Apple One bundled packages did not change.

Disney+

Last month, Disney+ announced it would increase the cost of its ad-free streaming plan by $3 to $18.99 a month. Hulu did not increase its price on its ad-free monthly streaming plan.

It was the fourth consecutive year the Burbank entertainment giant has boosted its streaming prices since launching Disney+ six years ago, when the service cost just $6.99 a month.

Despite the recent price hikes from Disney and others, Eiley from Convergence Research Group thinks there’s still room for customer growth.

At the end of last year, just 36% of U.S. households had a traditional TV subscription, compared with more than half of U.S. households in mid-2022, according to Convergence Research Group data. By the end of 2028, the research firm forecasts just 21% of households will have traditional TV subscriptions.

“There’s still a massive amount of cord cutting going on,” Eiley said.