Price hikes are hitting streaming in the UK
More than half of UK households (59%) are worried about streaming annual price increases, according to new research by professional services firm EY.
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.
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%).
“Streaming providers in the UK must prioritise delivering clearer and more personalised value to their subscribers as price sensitivity intensifies year on year,” said Anna Fry, EY UK&I Technology, Media & Entertainment Sector Leader.
“This year’s study showed a four percentage points rise in consumers concerned about increasing monthly costs, which shows growing discomfort with continued price hikes, while a simultaneous four 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.”
In this climate, providers must demonstrate relevance through compelling bundles, regularly refreshed content libraries and more personalised user experiences, she said.
“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.”
Cancelling and resubscribing
Sentiment from respondents reveals a fluctuating pattern – churn is often accompanied by resubscription to previously cancelled platforms.
This year, 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.
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.
