Like clockwork, another year passes and more people decide to ditch cable TV. According to eMarketer, less than 50% of all households in the U.S. still have their traditional linear subscription package.

When Netflix increased prices this week, Christopher Duggan was annoyed. The 59-year-old communications professional in the St. Louis area is sticking with Netflix and two other streaming services but said he’s tired of constant price increases and haggling with his cable and internet provider over escalating bills.

Netflix announced Tuesday it will raise prices on most of its subscription tiers in the US and Canada after the streaming giant reported 19 million new subscribers in the last quarter of 2024.