Switching Between Streaming Subscriptions

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The trend of switching between streaming subscriptions is gaining momentum, indicating significant implications for the entertainment industry. In a recent development, many individuals are opting to jump from one streaming service to another, demonstrating a more fickle approach to their subscription choices.

For instance, last year, Josh Meisel and his wife found themselves desiring to watch the highly anticipated Peacock drama, “Poker Face,” featuring Natasha Lyonne. However, Mr. Meisel, residing outside Boston and working as a scientist, was already subscribed to numerous other streaming platforms and hesitated to add yet another to his list. To circumvent this predicament, he and his wife devised a plan: If their interest in “Poker Face” dwindled within two weeks, they would promptly cancel their Peacock subscription.

As predicted, their fascination waned, leading them to cancel Peacock. At this juncture, Mr. Meisel realized the potential of extending this strategy further. In the ensuing weeks, the 39-year-old scientist severed ties with Max, Apple TV+, and Hulu. Although he later resubscribed to Hulu and Apple TV+ for specific shows like “The Bear” and “Slow Horses,” respectively, he promptly canceled both subscriptions upon completing the seasons.

Remarkably, Mr. Meisel’s experience is not an anomaly. Across the United States, viewers are becoming increasingly impulsive when it comes to terminating their streaming service subscriptions. Antenna, a subscription research firm, reports that over the past two years, more than 29 million paying streaming subscribers—equivalent to approximately one-fourth of the domestic market—have canceled three or more services. What’s more, these numbers are rapidly escalating.

This data signifies a substantial shift in consumer behavior, diverging from the traditional cable era, where viewers predominantly remained loyal to a single provider. Similarly, it deviates from the earlier stages of the streaming wars, where individuals frequently added services without considering cancellations or switching between platforms.