Please visit our sponsor to earn in your PayPal wallet
Shoppers are adding to cart for the holidays
Over the next year, Roku predicts that 100% of the streaming audience will see ads. For growth marketers in 2026, CTV will remain an important “safe space” as AI creates widespread disruption in the search and social channels. Plus, easier access to self-serve CTV ad buying tools and targeting options will lead to a surge in locally-targeted streaming campaigns.
Read our guide to find out why growth marketers should make sure CTV is part of their 2026 media mix.

Hey everyone,
I need to talk about a number that nobody's paying attention to but is about to flip the entire energy and transportation world upside down.
$81.
That's it. That's the number. And if you're thinking "okay Alex, what are you talking about," just stick with me for a minute because this is one of those rare moments where we can actually see the future being built in real-time.
Let me explain what's happening.
The Number That Changes Everything
Lithium iron phosphate (LFP) battery packs—the kind that go into electric vehicles and grid storage systems—now cost an average of $81 per kilowatt hour.
For context, the traditional nickel manganese cobalt (NMC) batteries that most Western automakers use? Those cost $128 per kilowatt hour. That's 58% more expensive.
And here's the kicker: just one year ago, these batteries were significantly more expensive. The average price for all lithium-ion battery packs dropped to $108 per kilowatt hour—an 8% decline in a single year. But LFP batteries? They've crashed to $81.
This might sound technical and boring, but this is literally the number that determines:
Whether your next car will be affordable
When the power grid switches entirely to renewable energy
How fast we can actually make this whole energy transition thing happen
And right now? That number is plummeting faster than almost anyone predicted.
Why This Matters More Than Any Car Launch
I've been following the EV space for a while now, watching all the new model launches and tech announcements. But this battery pricing story? This is bigger than any of that.
Because here's what's really happening: the primary barrier to EVs going mainstream—the high purchase price—is being systematically demolished.
Every major automaker is rapidly pivoting to LFP batteries for their entry-level vehicles. Tesla's been doing it for years. BYD obviously. But now Kia, Volkswagen, Ford, GM—everyone's making the switch because the economics are just too compelling to ignore.
When your battery pack costs 45% less, you can sell cars for thousands of dollars cheaper. And when you can sell cars cheaper, you actually sell more cars. Pretty simple math.
The China Factor (That Nobody Wants to Talk About)
Here's where things get uncomfortable for a lot of people, but we need to be honest about what's happening.
China has created massive overcapacity in battery manufacturing. They're producing way more battery cells than the global market actually needs, and that's created an intense price war.
And who benefits from price wars? Us. The consumers.
But the gap between Chinese battery prices and Western battery prices is absolutely staggering:
North America: Battery prices are 44% higher than China
Europe: Battery prices are 56% higher than China
Fifty-six percent! That's why it costs so much more to manufacture EVs in Europe and North America right now. Western efforts to localize production—which are necessary for long-term security and supply chain reasons—are currently nowhere near China's manufacturing efficiency.
So Chinese companies, desperate to maintain their global market share, are aggressively exporting these cheap batteries to Europe and other markets, intensifying the price competition everywhere.
The Grid Storage Bombshell
Okay, so EVs getting cheaper is cool. But there's an even bigger story here that's getting almost zero attention.
Grid-scale battery storage systems—the massive battery packs that back up solar farms and stabilize the power grid—have dropped to $70 per kilowatt hour.
Let me repeat that: $70 per kilowatt hour at the pack level. That's a 46% price decline in just one year. One year!
This is the magic number for the utility sector. When batteries hit this price point, it becomes incredibly economical to pair solar power with battery storage. You generate power during the day when the sun's shining, store it cheaply in batteries, then feed it back into the grid during the evening peak when demand is highest.
This kills the need for gas-fired power plants. Even in Texas—the literal hub of America's fossil fuel industry—solar capacity increased by 44% this year.
That's not happening because of subsidies or environmental regulations. It's happening because the economics are now undeniable.
What This Means for Your Wallet
Here's how this affects you directly:
EV prices are about to drop hard. Battery packs for electric vehicles have fallen below $100 per kilowatt hour for the second time ever, sitting at $99 on average (and much cheaper in China). This $100 threshold is significant because it's the point where EVs reach cost parity with gas cars—not over the lifetime of ownership, but at the point of purchase.
Every serious automaker is now laser-focused on hitting this $100 mark or going lower. And here's the thing that should really get your attention: the price of EV batteries is going down every year, while the price of internal combustion engines is going up.
Gas cars are getting more expensive to manufacture because of increasingly strict emissions regulations and the complexity of making engines cleaner. EV batteries are getting cheaper because of manufacturing scale and chemistry improvements.
Do the math on where that leads in 3-5 years.
The Range Anxiety Killer
LFP batteries are also getting better in ways that matter beyond just cost:
Energy density is improving: New LFP chemistries are getting closer to NMC batteries in terms of how much energy they can pack into the same space
Charging speeds are increasing: The latest LFP batteries can charge nearly as fast as their more expensive counterparts
Longevity is better: LFP batteries typically last longer and handle more charge cycles than NMC batteries
So you're not just getting a cheaper battery—you're getting one that in many ways performs better for most people's actual daily driving needs.
The 300+ mile range anxiety? It's becoming a non-issue. Most LFP-powered EVs are now hitting 250-300 miles of range, which covers 99% of people's daily driving. And with fast-charging networks expanding rapidly, road trips are becoming less of a concern.
The Economics Are Screaming
Here's what I keep coming back to: This transition is no longer about environmental virtue signaling or government subsidies or hoping people make the "right" choice.
It's about cold, hard economics.
When something is cheaper, performs better for most use cases, and has lower operating costs, people buy it. That's it. That's capitalism doing its thing.
The EV is becoming the cheaper, better product. Full stop.
And here's the part that should terrify traditional automakers: the gap is only going to widen. Every year, batteries get cheaper. Every year, manufacturing scales up. Every year, the chemistry improves.
Meanwhile, internal combustion engines are at their peak. They've been refined for over a century. There are no massive efficiency gains left to unlock. The technology is mature, which means the cost curve has flatted.
One technology is on an exponential improvement curve. The other is on a plateau. We know how this movie ends.
Why I'm Paying Attention to This
I'll be honest—I'm not rushing out to buy an EV today. The market's still in flux, prices are still dropping, and I want to see how things shake out over the next 18-24 months.
But here's what I am doing: I'm watching these battery price numbers like a hawk. Because they're the leading indicator for everything else.
When battery packs consistently hit $75-80 per kilowatt hour across the board? That's when the floodgates open. That's when EVs become genuinely cheaper than gas cars at purchase, not just over their lifetime.
And based on the current trajectory, we're maybe 2-3 years away from that moment.
The Uncomfortable Questions
This raises some real questions that we need to think about:
If North American and European battery manufacturing is 44-56% more expensive than China's, how do Western automakers compete? Do we accept that Chinese companies will dominate this market? Do we slap on tariffs and protectionist policies that make EVs more expensive for consumers? Do we massively subsidize Western battery manufacturing?
There's no easy answer, and honestly, I don't know what the right move is. But we need to be clear-eyed about the reality: right now, China is winning the battery manufacturing game by a massive margin, and that has huge implications for the entire global auto industry.
For us as consumers and potential investors, the question is simpler: where is this money flowing?
The companies that control low-cost battery manufacturing are going to have an enormous advantage over the next decade. The automakers that pivot quickly to LFP and secure cheap battery supply will thrive. The ones that don't? They're going to struggle.
What I'm Watching Next
I'm keeping my eye on a few key metrics:
How fast do Western battery plants reach cost parity? GM, Ford, and Tesla are all building battery capacity in the US. Can they get anywhere close to Chinese efficiency?
What happens with sodium-ion batteries? There's another chemistry coming that could be even cheaper than LFP, though it's earlier stage.
How quickly do EV prices actually drop? Battery costs falling is one thing—we need to see if automakers pass those savings on to consumers or just pocket the margin.
The next 24 months are going to tell us a lot about where this is all heading.
The Bottom Line
We're watching one of those rare moments where an entire industry flips. Where the new technology doesn't just reach parity with the old one—it blows past it on cost, performance, and convenience.
The $81 battery pack isn't just a number. It's a signal that the transition is inevitable and it's accelerating.
Whether you're excited about that or skeptical, the economics are now undeniable. And in the long run, economics always win.
I'm still learning how all of this plays out. Still trying to figure out what it means for my next car purchase, for potential investments, for the broader energy landscape.
But one thing's becoming really clear: the world is changing faster than most people realize. And it's happening because of a number that almost nobody's talking about.
$81.
Remember it.
—Alex


