Streaming Services Face Subscriber Defections as Prices Rise

About 25% of subscribers have canceled at least three services over the past two years, but half return within two years.

Streaming services like Disney+, Netflix, and Hulu have seen an increase in subscription cancellations as they raise their prices, with defections rising to 6.3% in November 2023 from 5.1% a year earlier.
Over the past two years, about 25% of subscribers to services including AppleTV+, Discovery+, Max, Peacock, and Starz have canceled at least three of these options, an increase from 15%.
Streaming services have tried various tactics to retain customers, including launching lower-cost ad-supported tiers, bundling deals with rivals, and offering discounts or free months of service.
Many customers are downgrading their services or switching to ad-supported plans to keep their personal expenses down.
Despite the cancellations, data suggests that half of the individuals who unsubscribe from services return to them within two years.