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Illustration: Sarah Grillo/Axios

As the streaming wars heat up, consumers are going to have to be choosy about which services they subscribe to, or risk racking up steep monthly bills.

Why it matters: Digital streaming was supposed to break up the expensive cable bundle, but now that so many companies are launching their own services, paying for TV could get even more expensive and complicated.

Expand chart
Table: Axios Visuals

Driving the news: Apple announced Tuesday that it would charge just $4.99 a month for its new streaming service, Apple TV+.

  • Its rivals, Netflix and Disney+, both price their services higher, at $8.99 and $6.99 monthly, respectively, for the cheapest packages.
  • But both services offer far more programming than Apple, including original shows and movies as well as older "catalog" content, including popular series with hundreds of episodes.
  • For Apple, streaming is less a core business than part of a larger strategy of holding on to customers. The same holds for Amazon's Prime Video service.

Be smart: According to Mike Bloxham, SVP of global media and entertainment at research consultancy Magid, people are willing to spend around $38 monthly total on streaming services.

  • That means that they will likely chose between 3-4 services to invest in monthly.

Yes, but: Unlike cable contracts, most streaming services allow users to share passwords, or cancel at any time. Because of this, streaming services need to worry about how to retain customers, not just accrue them.

Our thought bubble: The key differentiator for all of these new streaming offerings will be whether the packages are "sticky" enough to keep users coming back after they finish their favorite show or original series. For companies like Apple, even with a low pricing advantage, smaller content libraries will make it harder to attract and retain subscribers.

Go deeper:

Go deeper

Ohio special election win cements Jim Clyburn’s kingmaker status

Jim Clyburn. Photo by Tasos Katopodis/Getty Images

Rep. Jim Clyburn is cementing his Biden-era kingmaker status with Shontel Brown's win in Ohio,  showing progressives he has a finger on the pulse of Democratic Party politics in a way they must acknowledge.

Driving the news: "I was going to stay right here in South Carolina minding my business until I got called stupid,” Clyburn told Axios in an interview Wednesday.

Manhattan, Westchester prosecutors request evidence from Cuomo investigation

Gov. Cuomo during a press conference in New York City on Aug. 2. Photo: Lev Radin/Pacific Press/LightRocket via Getty Images

The district attorneys for Manhattan and Westchester County on Wednesday requested evidence related to New York Attorney General Letitia James' investigation into sexual harassment allegations against Gov. Andrew Cuomo (D), according to a letter obtained by NBC News.

Why it matters: The district attorneys are investigating if alleged conduct highlighted in an independent report published by James' office that occurred in their jurisdictions was criminal in nature.

Scoop: Buzzy media startup Puck launches in beta

Puck.news

Puck, a splashy new digital media company, is coming out of stealth mode, Axios has learned. The company debuted its landing page, puck.news, on Wednesday, and will officially launch its website in September.

Why it matters: The company has been quietly building a roster of top talent, but hadn't confirmed its branding or exact business plans up until now.