Streaming platforms are shifting strategy as subscriber growth slows and content costs rise.

Streaming platforms are shifting strategy as subscriber growth slows and content costs rise. Instead of broad price increases, services like JioHotstar and Amazon Prime Video are implementing layered monetization through add-on packs, ad-supported tiers, and premium upgrades. HBO Max now costs extra on JioHotstar starting at Rs. 49 monthly, while Prime Video introduced ads with paid ad-free options. This approach allows platforms to boost average revenue per user without explicit price hikes that risk consumer backlash. Industry analysts call this strategic segmentation, targeting premium users willing to pay more while protecting price-sensitive bases. Expect more platforms to adopt hybrid pricing models and genre-specific add-ons as the streaming market matures and competition intensifies.