I've used most available services, but discontinued one after another along with promises that a better user experience will be provided with reduced content and removed functionality with the slight price hike.
YouTube was my first and last video service I paid for, only Spotify remains on the borderline.
I don't have numbers to offer but the initial pricing may have been losing them money. Some big companies will offer a service at a loss to get more customers to bite, then when the price hikes hit many of the customers will be used to the service and just sign up for the hike.