Streaming Services Deal With More Subscribers Who 'Watch, Cancel and Go'

It is gradually getting tougher for streaming-video companies to hold on to their subscribers, as consumers who are flooded with options weed out services they don't need at any given time. From a report: Some 19% of subscribers to premium services -- a group that includes Netflix, Hulu, AppleTV+, HBO Max and Disney+, among others -- canceled three or more subscriptions in the two years up to June, according to new data from subscriber-measurement firm Antenna. That is up from 6% in the two-year stretch ended in June 2020. The average rate of monthly customer defections among premium services in the U.S. was 5.46% in July, up from 4.46% a year ago and 4.05% in July 2020, according to Antenna. Many households signed up for multiple streaming services a few years ago as options in the marketplace proliferated, subscription prices were lower and the pandemic boosted demand for in-home entertainment. Slowly but surely, they have gotten more choosy and frugal. Some consumers cancel subscriptions when they finish a hit series on a service, then switch to another that has something else compelling.

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