Disney+ has recently joined the ranks of streaming platforms tightening their grip on password sharing, introducing a “paid sharing program” that charges subscribers an additional five pounds a month to include members outside their households. Critics argue that this move seems more focused on squeezing extra revenue from users than on improving the service, reflecting a broader trend in the streaming industry that is reshaping the customer experience.

Stuart Heritage, a prominent commentator on television, expresses his disappointment over the evolution of streaming from its original excitement to its current frustrating state. “Remember the rush of discovering Netflix back in the day? It felt groundbreaking—having access to a massive library of shows for just six bucks a month,” he reminisces. However, with the multitude of platforms now crowding the market, the dream of affordable access is fading. Heritage points out that to enjoy all the available content across various streaming services like Amazon, Apple, and Disney, a consumer could end up spending over £1,400 a year. This staggering figure is equivalent to purchasing about 75 DVD box sets from the pre-streaming world.

The regular price increases have only added to viewers’ discontent. Since 2014, Netflix has gradually raised its subscription rates, and Disney+ recently followed suit. Heritage draws a parallel between these strategies and those employed by drug dealers, who entice customers with low prices before tightening the squeeze once they’re hooked.

Additionally, the quality of the content consumption experience has deteriorated with the surge of advertisements. Many platforms now offer cheaper subscriptions that include commercial breaks, and in some cases, like Amazon, ad interruptions have become standard. Heritage shares his frustration regarding how these ads disrupt the viewing experience—shows that were crafted to be uninterrupted are now riddled with breaks. He argues that this disrupts the narrative flow creators envisioned, resulting in a jarring and frustrating experience for viewers.

Ultimately, Heritage concludes that the streaming landscape in 2024 feels crowded, overpriced, and excessively commercialized, straying far from its initial promise of revolutionizing television. With all these shifts, he humorously suggests that it might be time to dust off some old DVDs from HMV for a more satisfying viewing experience.