A new study has revealed most people wouldn’t pay more than $15 per month for Netflix. That’s not terribly surprising with the rise of pirating and other streaming services available in today’s world.

Netflix currently costs $10 a month for streaming for the majority of their viewers. That price may seem high to some, but with so many people cutting their cable cords, $10 is very reasonable. As a result, Tivo’s Digitalsmith research firm conducted a study about how much more people may pay for Netflix and wrote up their findings in the “Q2 2016 Video Trends Report.”

The study discovered that most people wouldn’t pay more than $15 for their Netflix subscription. The price recently went up from $9 per month to $10 for HD streaming for subscribers with some going up in a grace period. 4K streaming costs $12 per month but the vast majority are paying $10.

However, while the study did reveal most people wouldn’t pay more than 15 dollars per month for their Netflix subscription, it also discovered the current $10 fee may be at its tipping point. 30% of the people surveyed stated they wouldn’t pay a penny more for their subscription. That’s a smaller group than the 40% who said $15 is the highest they’d go.

If Netflix were to increase its prices, some of its users may decide to switch to other streaming options. Part of what makes Netflix so appealing is how it costs less than some of its rivals and its easy to use interface.

Amazon Prime is currently $99 per year or $10.99 per month. HBO Now is a little more expensive at $15 per month. Hulu Plus can be cheaper than Netflix at $7.99 per month (with commercials), but the most basic plan for Hulu Plus isn’t as appealing to some as Netflix, which has similar shows plus its own series like House of Cards and Stranger Things.

Netflix currently has around 36.05 million international subscribers and 47.1 million in the United States. While those are great numbers, it may not be enough for Netflix to stop hemorrhaging money. The streaming giant currently owes studios around $13.2 billion. Most of that money is for licensing deals on the content streaming on Netflix. Some of it however does deal with the shows that only appear on Netflix like Baz Luhrmann’s “The Get Down.”

[AV Club/The Wrap]

About David Lauterbach

David is a writer for The Comeback. He enjoyed two Men's Basketball Final Four trips for Syracuse before graduating in 2016. If The Office or Game of Thrones is on TV, David will be watching.