🇬🇧 Brits Are Turning to “Subscription Cycling”
A study by MTM has identified a critical trend: 63% of SVoD users in the UK either already engage in or are ready to adopt “subscription cycling” — canceling and reactivating streaming services for specific shows or better pricing.
This behavior has quadrupled over the past three years. The main driver is the market itself: more than 55% of subscriptions are purchased on promotions, and these users are twice as likely to churn once the discount ends.
Consumers no longer view a subscription as a long-term commitment. Netflix’s price increases have led to a slight uptick in password sharing, while Prime Video stays afloat thanks to the Amazon Prime bundle — a third of users say they would cancel if it were unbundled.
Experts describe this as a shift from the “attention economy” to the “intention economy,” where loyalty has become the most fragile currency.
