Since the beginning of this year, Verizon has frustrated its customers with several price changes and the elimination of popular discounts.
For example, in February, Verizon raised monthly rates for customers on myPlan and New Verizon Plan accounts by $3 to $5, citing “increasing operational costs.” The following month, it raised the monthly price of its Verizon Mobile Protect Multi-Device plan and Verizon Mobile Secure Multi-Device plan by $8.
In August, Verizon made the bold move of raising its device activation fee from $35 to $40. It also further angered customers when it warned it was pulling the plug on loyalty discounts.
Verizon has also removed the free Apple Arcade and Google Play Pass perks from its 5G Get More and 5G Play More phone plans. By September, it had increased the monthly price of tablet plans and several other fees paid by customers.
As those changes took effect, Verizon lost 7,000 postpaid customers during the third quarter of this year, with the churn rate reaching 0.91 percent, according to its latest earnings report.
It’s no surprise that Verizon is losing phone customers as many consumers across the country look for more affordable phone plan options amid rising prices.
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The average cost of a single line phone plan is $76 per month. Verizon customers spend on average $79 per month on a single line phone plan.
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About 42% of Verizon, T-Mobile and AT&T customers saw their phone bills grow in the last year, that is 7% higher than the average.
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Also, 58% among Verizon, T-Mobile and AT&T customers are thinking about switching to another phone operator as prices rise.
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Verizon risk losing a combined 84.7 million customers due to high cell phone plan prices.
Source: WhistleOut
To soften the blow of recent price changes and discounts, Verizon has slashed the monthly price of a key streaming benefit for customers as more look for value.
Verizon currently offers customers Netflix and HBO Max (with ads) together for $10 a month. However, for customers who want to upgrade to ad-free HBO Max subscriptions, Verizon is lowering the price of those tiers, a change that went into effect on December 16.
According to a recent press release, Verizon is now offering HBO Max Standard to its customers for $7.50 per month, down from $11 per month. For HBO Max Premium, the monthly price has dropped from $15 to $12.
For Verizon customers who already have the benefit of Netflix and HBO Max (with ads) with one of the ad-free HBO Max tiers, the price will automatically drop, a change that will occur in the next billing cycle after December 16.
Related: T-Mobile Launches Free Offer for Customers After Major Loss
The move from Verizon comes after HBO Max raised its prices on October 21. An ad-free HBO Max Standard subscription now costs $18.49 per month, reflecting a $1.50 price increase. HBO Max Premium ad-free is now $22.99 per month, up from $20.99.
HBO Max isn’t the only streaming company to raise its prices recently; Netflix, Disney+, Hulu and Discovery+ also got more expensive this year.
As streaming services become less affordable, more Americans across the country are changing their streaming habits, according to a recent survey from Reach3 Insights and Rival Technologies.
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Approximate 6 in 10 Americans have changed their streaming habits in recent months.
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More accurate, 24% have moved to ad-supported streaming levels, while 32% rely on free or ad-supported applications and 21% subscribe to a streaming service only when certain shows are available.
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Almost half of Americans have canceled or downgraded a subscription, with availability and a lack of compelling content cited as the main reasons.
Source: Reach3 Insights and Rival Technologies
“Consumers are redefining entertainment in the face of broader economic concerns,” Varun Jog, director of research at Reach3 Insights, said in a press release. “The winners will be the brands that adapt quickly, delivering deep value in ways that reflect their changing priorities.”
It’s no surprise that Verizon is making its streaming offerings more attractive since one of its top rivals, T-Mobile, offers its customers competitive streaming benefits.
T-Mobile currently offers customers with select AppleTV plans for $3 per month, as well as free access to Netflix and Hulu.
Recently, Verizon has fallen behind T-Mobile in consumer satisfaction for postpaid phone plans as more consumers look for value.
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The average consumer satisfaction score for postpaid plans within mobile network operators is 593 (on a 1,000 point scale)
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T-Mobile ranks the tallest with a satisfaction score of 636.
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Verizon takes second place with a 583 Score.
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AT&T falls behind Verizon with a satisfaction score of 573.
Source: JD Power
“Findings show that value is the most important driver of overall experience, followed closely by service quality,” Carl Lepper, senior director of technology, media and telecommunications at JD Power, said in a press release.
Verizon recently offered increased discounts to increase customer satisfaction. Last month, it quietly began offering select customers discounts of up to $20 per phone line for a year. It also launched generous deals on phones, tablets and watches with no trade-in required.
Dan Schulman, who was named CEO of Verizon on Oct. 6, planned to turn the company around after recent customer losses.
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During an earnings call in October, he criticized previous price increases and said the company’s main focus will be “to build loyalty and drive significant improvements in retention” going forward.
“You should expect bold execution backed by sophisticated and intelligent marketing, actions that strengthen loyalty, and the elimination of practices and processes that diminish the customer experience,” Schulman said. “Increasing rates without corresponding value rarely, if ever, delights customers.”
Related: AT&T is making a tough change that customers will see on their bills
This story was originally published by TheStreet on December 18, 2025, where it first appeared in the Retail section. Add TheStreet as a favorite source by clicking here.