UK subscription cycling has reached a record level, with 21% of SVOD users frequently switching services and 42% open to doing so. Constant promotions have normalised churn, with 55% of subscriptions now bought through deals, making these customers almost twice as likely to cancel once offers end.
Price sensitivity is rising, especially for Prime Video, where one-third would cancel if it were unbundled, and many remaining users would only pay £5 or less. Recent price hikes across Netflix, Disney+ and others are also testing loyalty, reflected in falling account ownership and rising password sharing.
MTM says streaming platforms must now compete in an “intention economy”, focusing on retention through behavioural insight, improved user experience and smarter pricing.