In the United States, subscribers to a streaming service no longer hesitate to abandon it. Since the monthly prices increase periodically, viewers prefer to watch their series and cancel their package immediately.
According to a study by Antenna, reported by the Wall Street Journal, around a quarter of Americans subscribed to streaming platforms have eliminated at least three packages in the last two years. This figure has been increasing steadily since the beginning of 2021.
Customers eventually return
As of November 2023, the analytics firm estimated that 24.38% of Americans had left three or more services. A year before, this percentage was 19.64% and 15.14% in November 2021.
In France, canceling three or more subscriptions may seem important. But in the United States the offers are colliding. In addition to the classics Netflix, Disney+ or Prime Video, American viewers can turn to Apple TV+ or Paramount+ as in France. But also to services like Discovery+, Hulu, Starz, Peacock or Max (soon available in France).
Above all, terminations are becoming less and less definitive. Antenna was able to see a return of subscribers who had previously unsubscribed from it. One in four people who cancel a streaming service usually resubscribe to that service within the next four months.
Thus, a third of people who leave a service return after seven months. And for the most patient platforms, Antenna found that half of customers resumed a subscription after two years.
Source: BFM TV
