Since the beginning of the year, Verizon has repeatedly adjusted prices and eliminated popular discounts, frustrating customers.
In February, for example, Verizon raised monthly fees by $3 to $5 for customers with myPlan and New Verizon Plan accounts, citing “increased operating costs.” The following month, it increased the monthly price of its Verizon Mobile Protect Multi-Device plan and Verizon Mobile Secure Multi-Device plan by $8.
In August, Verizon took the bold step of raising its device activation fee from $35 to $40. It also further angered customers when it warned them it would stop loyalty discounts.
Verizon is also removing free Apple Arcade and Google Play Pass benefits from its 5G Get More and 5G Play More phone plans. By September, the company had increased the monthly price of its tablet plans along with several other fees customers pay.
As the changes took effect, Verizon lost 7,000 postpaid phone customers in the third quarter of this year, for a churn rate of 0.91%, according to its latest earnings report.
It’s no surprise that Verizon is losing cell phone customers, as many consumers across the country are looking for more affordable cell phone plan options amid rising prices.
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The average cost of a single line phone plan is $76 per month. Verizon customer average spend $79 per month Use a single line phone plan.
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about 42% of Verizon, T-Mobile and AT&T customers have checked their phone bills Increase In the past year, that is 7% high Above average.
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return, 58% of Verizon, T-Mobile and AT&T customers Consider switching As prices increase, move to a different phone carrier.
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Verizon risk losing a combined 84.7 million customers Because mobile plans are priced higher.
Source: WhistleOut
To help cushion the blow of recent pricing and discount changes, Verizon is lowering the monthly price of a key streaming service as more customers seek value.
Verizon currently offers Netflix and HBO Max (with ads) to customers for $10 per month. However, for customers who want to upgrade to an ad-free HBO Max subscription, Verizon is lowering prices on those tiers, a change that takes effect on December 16.
According to a recent press release, Verizon now offers HBO Max Standard to its customers, with the price reduced from $11 per month to $7.50 per month. The monthly fee for HBO Max Premium drops from $15 to $12.
For Verizon customers who already have Netflix and HBO Max (with ads) benefits and add one of HBO Max’s ad-free packages, the price will automatically drop, and the change will occur in the next billing cycle after December 16.
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Verizon’s move comes after HBO Max raised its price on October 21. An ad-free HBO Max Standard subscription is now $18.49 per month, a price increase of $1.50. HBO Max Premium without ads is now $22.99 per month, up from $20.99 per month.
HBO Max isn’t the only streaming company to raise prices recently. Netflix, Disney+, Hulu, and Discovery+ are also getting more expensive this year.
A recent survey from Reach3 Insights and Rival Technologies shows that more Americans across the country are changing their streaming habits as streaming services become increasingly unaffordable.
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About 6 out of 10 Americans have changed their streaming habits in recent months.
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Specifically, twenty four% Switched to ad-supported streaming tier while 32% Rely on ad-supported or free apps, and twenty one% Subscribe to a streaming service only when a specific show is available.
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Nearly half of Americans have Cancel or downgrade Subscribe, with Affordability and a Lack of compelling content was listed as the primary reason.
Source: Reach3 Insights and Competitor Technology
“Consumers are redefining entertainment in the face of broader economic concerns,” Varun Jog, research director at Reach3 Insights, said in a release. “The winners will be the brands that can adapt quickly to deliver deep value in a way that reflects their changing priorities.”
It’s no surprise that Verizon is making its streaming service more attractive, as one of its biggest competitors, T-Mobile, offers competitive streaming services to its customers.
T-Mobile currently offers customers who choose the AppleTV plan for $3 per month, plus free access to Netflix and Hulu.
Lately, Verizon has been lagging behind T-Mobile in consumer satisfaction with postpaid phone plans as more consumers seek value.
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this Average consumer satisfaction score Postpaid plans for mobile network operators are Chapter 593 (out of 1,000 points)
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T-Mobile Ranking highest The satisfaction score is Chapter 636.
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Verizon ranks second Chapter 583 Fraction.
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AT&T behind Verizon’s satisfaction score is Chapter 573.
Source: JD Power
“The survey results show that value is the most important driver of the overall experience, followed by service quality,” Carl Lepper, senior director of technology, media and telecommunications at JD Power, said in a press release.
Verizon recently increased discounts to improve customer satisfaction. Last month, the company quietly began offering discounts of up to $20 per phone line for a year to select customers. It’s also offering generous deals on phones, tablets and watches that don’t require trade-in.
Dan Schulman, who was named CEO of Verizon on Oct. 6, has been planning to transform the company after recent customer losses.
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During an October earnings call, he criticized previous price increases and said the company’s primary goal going forward will be “to build loyalty and drive significant improvements in retention.”
“You should expect bold execution driven by sophisticated and smart marketing, actions that enhance loyalty, and the elimination of practices and processes that undermine the customer experience,” Schulman said. “Raising prices without commensurate value will rarely, if ever, satisfy customers.”
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This article was originally published by TheStreet on December 18, 2025, and first appeared in the Retail section. Click here to add TheStreet as your preferred source.