The news: Nearly half of US adults have changed their streaming subscriptions in the past six months, with cost now serving as the top driver of both cancellations and new signups.

• 66% of those who dropped a streaming service said it was too expensive, per YouGov.
• 31% of US adults subscribed to a new service because of the availability of free trials, and 22% were attracted by flexible refund and cancellation policies.

Cost vs. content: Consumers want streaming and connected TV (CTV) providers to justify pricing not only through exclusive content, but through overall perceived value.

• 74% of US consumers consider price a key factor when choosing streaming services, making it far more important than content variety (51%).
• 42% think they already spend too much, per Simon-Kucher.

Affordability helps retain subscribers. If prices seem too high, consumers feel like they can’t spend any more.

Subscription fatigue: Despite the churn and cost concerns, more than one-third (36%) of consumers are paying for at least one streaming service that they haven’t used in the past six months, per YouGov.

• Friction around cancellation can keep users unwillingly hooked, which could erode trust and discourage consumers from exploring new platforms.
• Users may also be hedging their bets by keeping services in case “something good” is added, effectively paying out of loyalty rather than use.

Switching behavior: Choosing what content will attract and retain customers is a delicate balance, since overinvesting in limited-event content without a steady pipeline of proven-popular or original titles could increase churn.

A quarter (26%) of those who canceled said they left because they had already seen the content they came for, and 15% left to switch to another platform, likely to chase new releases.

Bundling to boost value could help consolidate content offerings in one place, but appeal is mixed: Although 40% of consumers are likely to subscribe to streaming bundles, a similar 34% said they’re unlikely to do so.

Our take: Streaming providers need to double down on proving ongoing value—not just splashy content drops—like flexible cancellations, strong search features, quick customer service, and smart recommendation algorithms for content discovery.

As cost sensitivity rises, building trust through free trials and frictionless exits will be crucial. The platforms that focus on quality service and diverse content over hype and lock-in systems will make their offerings feel more like essential services.