Streaming promised to replace cable. It rebuilt the bill one app at a time.

Streaming won because it made access feel simpler than cable: a clear monthly price, large catalogue and no obvious advertising interruption. The mature version of the market has different incentives. Each service needs its own subscription, its own price increases and its own higher-priced route to avoid advertising or preserve a familiar feature set.

Netflix’s 2026 price rise touched every US plan. In Australia, the ACCC has alleged that Amazon used unfair Prime terms when it added advertising to Prime Video and required an extra payment for an ad-free version. These are different services and different legal states, but they describe the same pressure: what was presented as the baseline gradually becomes a premium tier.

A library is not a shelf

Fragmentation is not only a budgeting problem. A catalogue can move, a show can disappear, and a paid digital title can depend on a storefront licence that the customer cannot preserve. The service decides what is available; the customer keeps the recurring bill until they actively leave.

Treat streaming as rented access. Review every service against actual viewing, keep physical or locally stored copies where lawful and practical, and cancel services between releases instead of letting a temporary catalogue become a permanent charge.