Survey: Gen Z Most Likely to Cancel Streaming Services

A new survey from TransUnion indicates that Gen Z consumers are the most fickle generation when it comes to streaming subscriptions with 30% of them canceling more than one service in the last six months and another 30% telling researchers they had canceled one service, according to TVTech. 

That was lower than all respondents to the TransUnion survey, which found that 24% of consumers had canceled on service and 15% had canceled more than one. About 32% of millennials had canceled one service and 18% had canceled more than one. 

Only 31% of Gen Z consumers said they had not canceled a service in the last six months, compared to 47% of all respondents and 40% of millennials. 

The most common reason for canceling were price hikes, with 52% of all respondents, 43% of Gen Z and 53% of millennials saying they got rid of a subscription service after it increased pricing. 

Other common reasons for canceling were finishing a movie or TV show they could only get on the service (29% of all respondents), when they felt the service wasn’t adding new content (28%) and when they were given access to another person’s login credentials (17%). 

There were also notable differences among age groups in terms of ad supported services. About one third (34%) of all respondents, 29% of Gen Z and 40% of millennials said all their subscription services had ads while 51% of Gen Z, 46% of millennials and 44% of all respondents said some of their services had ads. Only 14% of millennials, 21% of Gen Z and 22% of all respondents said that none of their subscription streaming services had ads.