- 59% of UK households worry about annual streaming price increases, with 65% believing recent price hikes are unfair.
- 34% of UK households paying for streaming services have either cancelled or plan to cancel a service in the next 12 months, citing not just one but many reasons
- Consumers are increasingly adopting a “subscribe‑watch‑cancel‑repeat” pattern, with 41% resubscribing to previously cancelled platforms
More than half of UK households (59%) are worried about streaming annual price increases according to the latest EY Decoding the Digital Home study.
The survey of 2000 UK consumers, which reviews attitudes towards technology, media and telecoms (TMT) found that most consumers believe streaming platform price hikes (65%) are unfair and unreasonable.
New engagement strategies needed for streaming customers
Across all markets, streaming services continue to gain traction.
The 1.8 billion paid monthly subscriptions worldwide are set to top 2 billion by 2029, although growth rates are set to flatten. Against this backdrop, competition remains intense. Households often subscribe to multiple paid platforms, but more than one-third (35%) of UK survey respondents say they are interested in reducing how many platforms they pay for. In 2025, 34% of households paying for streaming services have either cancelled or plan to cancel a service, marginally down from 35% last year.
Making savings still leads as a driver of cancellation, but other reasons are becoming more prominent. These include platforms lacking content they previously carried (11%) and, as choice continues to broaden, preference for other platforms (10%).
Anna Fry, EY UK&I Technology, Media & Entertainment Sector Leader, commenting on the findings stated:
“Streaming providers in the UK must prioritise delivering clearer and more personalised value to their subscribers as price sensitivity intensifies year on year. This year’s study showed a 4 percentage points rise in consumers concerned about increasing monthly costs shows growing discomfort with continued price hikes, while a simultaneous 4 percentage points drop in those who feel they pay for content they don’t watch reflects a shift towards far more selective, value‑driven choices.”
Fry continues:
“In this climate, providers must demonstrate relevance through compelling bundles, regularly refreshed content libraries and more personalised user experiences. By closely tracking engagement and proactively intervening when customers show early signs of churn, providers can better address the challenges households face, communicate tangible value, and ultimately reduce cancellation risk.”
Demand for high-quality content is on the rise
Attractive monthly pricing remains the most decisive factor when consumers consider a new subscription. However, despite recent price hikes and consumer concerns about paying too much for content, considerations other than cost are also now coming to the fore, such as:
- Access to specific content (34%)
- Extensive content libraries (34%)
- Original or exclusive content (28%)
all growing in importance, year on year, as competition increases and streaming households become more aware of what they are paying for.
Streaming sign-ups and cancellations are a deliberate mode of consumption
Sentiment from respondents reveals a fluctuating pattern – churn is often accompanied by resubscription to previously cancelled platforms. In the latest study, 41% of survey respondents have resubscribed to one or more platforms they previously cancelled, up from 33% last year. Yet these actions represent more than changing affiliations – many consumers have a fundamentally fluid relationship with streaming platforms.
Purportedly, 43% of survey respondents rarely think about cancelling a platform once they sign up and a further 17% subscribe via connectivity bundles, meaning they do not tend to make platform specific decisions. The remainder – 40% – deliberately choose to “subscribe-watch-cancel-repeat,” whether to binge watch and pay fewer monthly charges, access a specific event, or take advantage of discounted monthly rates for limited periods. Crucially, 61% of households believe that streaming platforms should make it easier to consume content without the hassle of either subscribing or cancelling.
Martyn Whistler, EY’s UK&I Client Director for Media and Entertainment, comments “Understanding the dynamic nature of consumer relationships with streaming platforms is essential for providers aiming to thrive in a competitive landscape.” He continues:
“With a significant portion of users resubscribing to previously cancelled services, there is a clear opportunity for platforms to engage these consumers more effectively. By simplifying the subscription process and offering flexible viewing options, streaming services can cater to the evolving preferences of their audience. Additionally, implementing innovative pricing models and personalised content recommendations will not only enhance user satisfaction but also drive long-term loyalty in an increasingly fluid market.”
Sports content stands out as a fast-evolving space
Meanwhile, just over a third (35%) have subscribed to a streaming platform in the last 12 months due to availability of live sports, coming at a time when major streaming platforms are moving into live boxing and mixed martial arts, challenging traditional monetization models, such as pay-per-view.
Consumers call for greater transparency in AI generated content
AI has a multifaceted role to play in content experiences, from visual effects to optimization. However, consumers are alert to AI’s potential to undermine the reliability of what they view online.
That said, more than one in three (41%) would appreciate AI that increases ad personalization, with 25- to 34-year-olds particularly amenable to AI’s role here (representing 51% of respondents).
In addition, 40% of survey respondents would find AI-assisted content management useful. Nevertheless, misgivings about AI’s role in content consumption mean that households are emphatic about action they want to see taken, with 79% believing AI content should be clearly labelled to avoid confusion. To this end, upcoming regulations may address this issue.
Find the latest EY Decoding the Digital Home study – click on the link.
