Price hikes became a hot topic in the streaming wars over the last year, with nearly every major platform increasing prices during 2023. Netflix has frequently made headlines due to another round of price hikes in October, becoming the first streamer to charge over $20 per month for its premium option. It also began cracking down on password sharing. The series of changes has led Netflix’s Usage Intent to drop the most of any streaming platform in both the last three months and versus a year ago. Ahead of streaming earnings this week, we share insights from “The Crowd” of real Netflix and streaming industry customers. Analyzing more than 100,000 pieces of customer feedback across 23 video streaming services since December 2022, we find: Netflix’s Usage Intent 1,2 fell 8% year-over-year and 3% over the last three months. The streaming industry overall fell by 4% and 2%, respectively . Amazon Prime Video, Hulu, and Max were the only streaming services where Usage Intent did not fall more than 1% during the final 3 months of 2023. Usage Intent trends were the worst with young streamers, who are presumably the most price sensitive . From September 2023 to December 2023, Industry Usage Intent fell by 4% for 18–29-year-olds, compared to -3% and -1% for 30-39 and 40-49 years old. Usage Intent actually improved by 1% for customers 50+ years old. Netflix customers’ perception 3 of Price fell 15% in the last 3 months, the second worst in the industry only behind a 16% drop for Disney+ . The entire streaming industry had a 10% decline. Netflix customers’ perception of its subscription options has fallen more than the major platforms, with a 10% drop over the last 3 months and a 15% drop since December 2022. Netflix lags behind most peers on customer satisfaction with its Programming Quality, a possible indication Netflix’s investments to grow its content library is not enough given its premium price.