For those who have countless streaming subscriptions, it may be worth reviewing their services.

During the last twelve months, half of the most popular streaming subscriptions in Sweden have increased their monthly price.

Viaplay films & series increased the price of its standard subscription by SEK 20 last week.

The increase only applies to new customers, for existing customers the same price increase will take place in February.

- In order to ensure that we always have entertainment of the absolute highest quality and a large volume to offer our customers, we need to raise the price, says Susanne Nyhlén, press manager at Viaplay, and adds:

- Inflation is of course a factor in the whole thing.

New market influences

Streaming expert Jonas Birme, on the other hand, claims that inflation is not a main reason for the price increase.

He believes that the relatively new market has now entered the next phase.

- Prices have been low, they have focused on growth.

Now it's simply turning over to making a profit and making money from this, says Jonas Birme to SVT.

Because thumbs down on the quality of the content is not an option, says Jonas Birme:

- Then you lose customers.

Half was raised in one year

In addition to Viaplay, Apple music and Apple tv+ have also increased their subscription prices over the past year.

According to Apple, the price increase in October 2022 is partly due to the fact that licensing costs for music have increased, which means that artists and songwriters receive more money when their music is streamed.

But also because Apple tv+'s range is significantly larger today than when it was launched three years ago.

C More also raised its price last year, the standard subscription went up by ten kroner in February.

In contrast, Netflix, Spotify and Disney+ increased their prices for standard subscriptions in 2021. Only HBO Max has not increased its price for subscriptions since its launch in 2021.

Track future increase

Whether the prices for streaming subscriptions will continue to increase in 2023 is unclear, but Jonas Birme believes that this is far from the last increase for streaming subscriptions.

He predicts that in the future the streaming subscriptions will merge and become fewer.

What effects it has on price and content remains to be seen.

- Then there is the question of whether it is an American company or a Swedish one that dominates, says Jonas Birme.