A study by consulting firm Deloitte has found that about 40% of Americans have cut back on their entertainment subscriptions due to financial concerns. The study also found that half of all consumers pay too much for streaming services, and nearly 75% expressed frustration that prices of their subscriptions continue to rise. Financial advisers have welcomed this trend, stating that cutting back on streaming services is a good move for both financial and aesthetic reasons. The average household spends $69 monthly on their video streaming service subscriptions, and millennials spend more than any other generation at an average of $76 per month. Netflix recently increased its ad-supported tier by $1 to $8.99 per month, with new subscribers being notified a month before the new prices go into effect.