How much does the average American spend on subscriptions?

CNET's 2026 survey with YouGov found US adults who paid for a subscription spent an average of $111 a month, or $1,332 a year, up 23% from $90 a month in 2025. Millennials spent the most at $125 a month.

How much money goes to unused subscriptions?

US adults reported wasting $21 a month, or $252 a year, on subscriptions they do not use in 2026, up from $17 a month in 2025, according to CNET. In the UK, the government estimates £1.6 billion a year is spent on unwanted subscriptions.

What share of people cancel subscriptions?

Recurly found 52% of consumers cancelled at least one subscription in the past year. For streaming video, Deloitte reports churn of around 40%, and Antenna puts the monthly churn rate for US premium streaming at 4.6% in 2025.

Is the FTC click-to-cancel rule in effect?

No. The Eighth Circuit vacated the FTC's click-to-cancel rule on July 8, 2025, days before most of it was due to apply, because the agency skipped a required preliminary regulatory analysis. The FTC still pursues cases under existing law, such as its $2.5 billion Amazon Prime settlement, and state automatic renewal laws still apply.

When do the UK's new subscription rules start?

The UK government said in August 2026 that its subscription contract rules under the Digital Markets, Competition and Consumers Act will come into force in January 2027, earlier than the spring 2027 date given in April 2026. The government expects them to save consumers around £400 million a year.

Why do people cancel subscriptions?

Price increases were the top reason among US consumers who cancelled in 2024, cited by 47% in Zuora's Harris Poll survey. Recurly's research points to lack of use as the other main driver, and 61% of consumers tell Deloitte they would cancel their favorite streaming service over a $5 monthly increase.

Data · 53 figures with sources

Subscription Statistics 2026

This page collects 53 figures on subscriptions: how much people spend, how fast subscription businesses grow, why and how often people cancel, streaming video, the largest subscription companies, and the rules on cancelling in the US and UK. Most figures describe 2025 and 2026, with a few 2023 and 2024 survey results where nothing newer exists. Sources are consumer surveys run by CNET with YouGov, Deloitte and Zuora with The Harris Poll; billing and transaction data from Recurly, Zuora and Antenna; company filings from Netflix, Spotify, The New York Times, Duolingo, Chewy and Peloton; and official material from the Federal Trade Commission, the US Court of Appeals for the Eighth Circuit, the UK government and Citizens Advice.

By the Comredix review desk · Updated November 13, 2026 · 53 numbers drawn from 25 publishers and reports

Short answer

US adults who pay for subscriptions spent an average of $111 a month in 2026, up 23% from $90 a year earlier, and said $252 a year goes to services they do not use, according to CNET's survey with YouGov. Recurly found 52% of consumers cancelled at least one subscription in the past year, and Deloitte puts streaming video churn at about 40%. The FTC's click-to-cancel rule was vacated by a federal appeals court in July 2025, while UK cancellation rules take effect in January 2027.

Headline numbers

$111US adults who paid for a subscription in the past year spent an average of $111 a month, or $1,332 a year, on subscriptions in 2026.CNET
$252US adults said they waste an average of $21 a month, or $252 a year, on subscriptions they do not use in 2026, up from $17 a month in 2025.CNET
52%52% of consumers cancelled at least one subscription in the past year, according to Recurly's 2026 State of Subscriptions research.Recurly
$69US households that subscribe to streaming video spend an average of $69 a month on these services, unchanged from the prior year, according to Deloitte's 2026 Digital Media Trends.Deloitte
7%US premium streaming video subscriptions grew 7% in 2025, down from 12% in 2024, the first single-digit year on Antenna's data.Antenna
325 millionNetflix passed 325 million paid memberships worldwide in the fourth quarter of 2025.Netflix
$2.5 billionAmazon agreed in September 2025 to a $2.5 billion settlement with the FTC over Prime enrollment and cancellation practices.Federal Trade Commission
£1.6 billionUK consumers spend an estimated £1.6 billion a year on subscriptions they do not want.Department for Business and Trade

Reading the numbers

Subscription bills are rising again. CNET's survey of US adults found average spending on subscriptions flat at $91 and $90 a month in 2024 and 2025, then up 23% to $111 in 2026, as streaming and other services raised prices. People also report more waste, $21 a month on subscriptions they do not use. Zuora's Harris Poll survey shows the habit is still spreading, with 68% of consumers signing up for a new service in 2024.

Growth is shifting from new customers to keeping existing ones. Zuora's index companies outgrew the S&P 500 by 11% over two years, but Recurly sees overall subscription growth slowing to 12.6% and acquisition near 3%. Recurly found 52% of consumers cancelled something in the past year, and Zuora found price increases were the top reason. The response from merchants is flexibility: pausing grew 337% where it was offered, three in four people who paused returned, and former subscribers make up nearly a quarter of new sign-ups.

Streaming shows a maturing market. Deloitte finds subscribing US households spend a flat $69 a month on streaming video, 73% are frustrated with price increases and 61% would drop their favorite service over a $5 increase. Antenna's transaction data show premium streaming growth halving to 7% in 2025 while monthly churn steadied at 4.6%, and ad-supported plans now account for most new subscribers. At the top, Netflix passed 325 million paid memberships and Spotify reached 306 million Premium subscribers.

Rules on cancelling differ sharply by country. In the US, the FTC's click-to-cancel rule was vacated by the Eighth Circuit in July 2025 on procedural grounds, leaving enforcement to existing law and state automatic renewal statutes; the FTC's $2.5 billion Amazon Prime settlement shows that route is still active. In the UK, the government estimates £1.6 billion a year goes on unwanted subscriptions and has set new rules on reminders and easy exits to start in January 2027.

How much Americans spend on subscriptions

1.$111
US adults who paid for a subscription in the past year spent an average of $111 a month, or $1,332 a year, on subscriptions in 2026.
CNET, CNET Subscription Survey 2026 (May 2026)
Exact wording at the source
US adults who have paid for a subscription within the past year spend an average of $111 a month, totaling $1,332 annually.
2.23%
Average monthly subscription spending in the US rose 23% between CNET's 2025 and 2026 surveys, from $90 to $111.
CNET, CNET Subscription Survey 2026 (May 2026)
Exact wording at the source
Subscription spending is up 23% compared with last year’s monthly average of $90 and annual average of $1,080
3.$252
US adults said they waste an average of $21 a month, or $252 a year, on subscriptions they do not use in 2026, up from $17 a month in 2025.
CNET, CNET Subscription Survey 2026 (May 2026)
Exact wording at the source
US adults waste an average of $21 a month (or $252 annually) on unused subscriptions.
4.$125
Millennials spend the most on subscriptions at $125 a month, while Gen X spends the least at $100, according to CNET's 2026 survey.
CNET, CNET Subscription Survey 2026 (May 2026)
Exact wording at the source
Millennials spend the most on subscriptions each month ($125), while Gen X spends the least ($100).
5.48%
48% of US adults surveyed by CNET and YouGov in March 2024 said they had signed up for a free trial and then forgot to cancel it.
CNET, 'Subscription Creep' Is Real. Consumers Are Paying Over $1,000 Each Year, CNET Survey Finds (Apr 2024)
Exact wording at the source
A total of 48% of respondents said they had signed up for a free trial of a paid subscription and then forgot to cancel it.
6.68%
68% of US consumers subscribed to a new service for the first time in 2024, according to a Harris Poll survey of 3,087 adults commissioned by Zuora.
Zuora, Zuora's 2025 Subscription Economy Index Reveals Growth Resilience, But Signals a New Playbook Is Needed (Apr 2025)
Exact wording at the source
which revealed 68% of consumers subscribed to a new service for the first time in 2024

How fast subscription businesses are growing

7.11%
Companies in Zuora's Subscription Economy Index grew revenue 11% faster than the S&P 500 over the two years to the end of 2024.
Zuora, Zuora's 2025 Subscription Economy Index Reveals Growth Resilience, But Signals a New Playbook Is Needed (Apr 2025)
Exact wording at the source
companies in the SEI have experienced an 11% faster revenue growth rate compared to the broader economy (represented by the S&P 500)
8.25%
Companies in Zuora's index had 25% more unique subscribers at the end of 2024 than two years earlier.
Zuora, Zuora's 2025 Subscription Economy Index Reveals Growth Resilience, But Signals a New Playbook Is Needed (Apr 2025)
Exact wording at the source
Companies in the SEI experienced a 25% increase in unique subscribers over the past two years
9.12.6%
Overall subscription growth across Recurly's network slowed to 12.6% in its 2026 report, with monthly acquisition rates around 3%.
Recurly, State of Subscriptions Report 2026 (Jan 2026)
Exact wording at the source
With acquisition rates stabilizing around 3% and overall subscription growth slowing to 12.6%
10.1 in 4
Former subscribers account for nearly 1 in 4 new sign-ups at Recurly merchants, which makes win-back offers a major source of growth.
Recurly, State of Subscriptions Report 2026 (Jan 2026)
Exact wording at the source
Former subscribers drive nearly 1 in 4 new sign-ups, making win-back campaigns a critical growth lever.
11.50% to 60%
Annual subscription plans generate 50% to 60% more revenue per user than monthly plans across Recurly's 76 million subscriptions.
Recurly, 2026 State of Subscriptions: Analyzing trends of 76 million subscribers (Jan 2026)
Exact wording at the source
Annual subscriptions deliver steadier performance and generate 50–60% higher revenue per user compared to monthly plans.
12.84%
84% of seat-priced software companies in Zuora's index also charge some form of usage-based fee, according to its 2026 report.
Zuora, The Revenue Architecture Report 2026 (Subscription Economy Index series) (May 2026)
Exact wording at the source
Of the SaaS companies that charge by seat in the SEI dataset, 84% also carry some form of usage-based charge.

Churn, cancellations and pauses

13.52%
52% of consumers cancelled at least one subscription in the past year, according to Recurly's 2026 State of Subscriptions research.
Recurly, 2026 State of Subscriptions: Analyzing trends of 76 million subscribers (Jan 2026)
Exact wording at the source
especially when 52% of consumers canceled at least one subscription in the past year.
14.47%
Price increases were the most common reason for cancelling among US consumers who cancelled a subscription in 2024, cited by 47%.
Zuora, Zuora's 2025 Subscription Economy Index Reveals Growth Resilience, But Signals a New Playbook Is Needed (Apr 2025)
Exact wording at the source
Among consumers who canceled a subscription in 2024, the most common reason was price increases, which nearly half (47%) of those who canceled
15.38%
38% of consumers say they would rather pause a subscription than cancel it, a share Recurly found in both the US and Europe.
Recurly, 2026 State of Subscriptions: Analyzing trends of 76 million subscribers (Jan 2026)
Exact wording at the source
38% prefer pausing over canceling, and this is consistent in both the US and Europe
16.337%
Pause usage rose 337% year over year at Recurly merchants that offered a pause option before cancellation.
Recurly, State of Subscriptions Report 2026 (Jan 2026)
Exact wording at the source
Merchants offering "pause before cancel" options saw pause usage skyrocket by 337% year-over-year.
17.3 out of 4
3 out of 4 subscribers who pause a subscription eventually return to the service, according to Recurly data.
Recurly, State of Subscriptions Report 2026 (Jan 2026)
Exact wording at the source
Data shows that 3 out of 4 subscribers who pause eventually return to the service.
18.53%
53% of failed monthly subscription payments are recovered on Recurly's network, compared with about 23% for failed annual renewals.
Recurly, 2026 State of Subscriptions: Analyzing trends of 76 million subscribers (Jan 2026)
Exact wording at the source
In fact, 53% of failed monthly payments are recovered.
19.4.25%
Ecommerce subscriptions, including subscription boxes, had a median churn rate of 4.25% on Recurly's network, using July 2026 data.
Recurly, Churn rate benchmarks: SaaS, media, retail & more industries (Jul 2026)
Exact wording at the source
For subscription boxes and direct-to-consumer: Ecommerce on the Recurly network showed a 4.25% median annual churn rate.

Streaming video subscriptions

20.$69
US households that subscribe to streaming video spend an average of $69 a month on these services, unchanged from the prior year, according to Deloitte's 2026 Digital Media Trends.
Deloitte, Deloitte survey: Digital Media Trends 2026 (Mar 2026)
Exact wording at the source
The average subscribing household’s streaming spend holds at $69 per month, unchanged from last year.
21.73%
73% of US consumers say they are frustrated that the entertainment services they subscribe to keep raising prices.
Deloitte, Deloitte survey: Digital Media Trends 2026 (Mar 2026)
Exact wording at the source
Nearly three-quarters (73%) of consumers say they’re frustrated that the entertainment services they subscribe to continue to raise prices.
22.40%
Deloitte puts streaming video churn among US consumers at around 40% in its 2026 survey, stable year over year.
Deloitte, Deloitte survey: Digital Media Trends 2026 (Mar 2026)
Exact wording at the source
Churn remains stable year-over-year (around 40%).
23.61%
61% of US consumers say they would cancel their favorite streaming service if its monthly price rose by $5.
Deloitte, Deloitte survey: Digital Media Trends 2026 (Mar 2026)
Exact wording at the source
more than half (61%) of consumers say they would cancel their favorite service if monthly prices increased by $5
24.68%
68% of US streaming video subscribers have at least one ad-supported plan, up from 46% in 2024.
Deloitte, Deloitte survey: Digital Media Trends 2026 (Mar 2026)
Exact wording at the source
The majority (68%) of SVOD subscribers now have at least one ad-supported tier — up from 46% in 2024
25.7%
US premium streaming video subscriptions grew 7% in 2025, down from 12% in 2024, the first single-digit year on Antenna's data.
Antenna, Q1'26 State of Subscriptions Report: Premium SVOD 2025 Year in Review (Feb 2026)
Exact wording at the source
Antenna estimates that total Subscribers grew +7% in 2025, down from 12% in 2024.
26.4.6%
The weighted average monthly churn rate for US premium streaming services held at 4.6% in 2025, according to Antenna.
Antenna, Q1'26 State of Subscriptions Report: Premium SVOD 2025 Year in Review (Feb 2026)
Exact wording at the source
the Weighted Average Churn Rate for the category hit a steady 4.6%
27.35%
35% of US streaming video consumers have paid for a specialty streaming service, up from 26% two years earlier.
Antenna, Q3'26 State of Subscriptions: 1 in 3 U.S. consumers have tried a Specialty SVOD (Aug 2026)
Exact wording at the source
Antenna estimates 35% of US SVOD consumers have now transacted with a Specialty SVOD service, up from 26% two years ago
28.14%
Specialty streaming subscriptions in the US grew 14% year over year in the second quarter of 2026, more than double the 6% growth of premium services.
Antenna, Q3'26 State of Subscriptions: 1 in 3 U.S. consumers have tried a Specialty SVOD (Aug 2026)
Exact wording at the source
Specialty SVOD Subscriptions grew 14% YoY in Q2'26, more than double Premium SVOD's 6% growth
29.110 million
There are more than 110 million ad-supported streaming plans in the US, not counting Amazon Prime Video, according to Antenna's 2026 estimate.
Antenna, From Experiment to Engine: Streaming with Ads, 5 Years In (Jun 2026)
Exact wording at the source
Antenna estimates there are now more than 110M ad-supported streaming plans in the US, excluding Amazon Prime Video.

Chart

Share of streaming subscriptions on ad-supported plans

US services that offer an ad plan; share of subscribers, sign-ups and net growth on ad plans, Antenna, 2026.

Current subscribers48%
Gross additions, Q1 202659%
Net additions, past 9 quarters78%

Source: Antenna, From Experiment to Engine: Streaming with Ads, 5 Years In

The largest subscription companies by the numbers

30.325 million
Netflix passed 325 million paid memberships worldwide in the fourth quarter of 2025.
Netflix, Netflix Q4 2025 Letter to Shareholders (Jan 2026)
Exact wording at the source
we crossed the 325M paid memberships milestone during the quarter
31.$45.2 billion
Netflix generated $45.2 billion of revenue in 2025, up 16% from 2024.
Netflix, Netflix Q4 2025 Letter to Shareholders (Jan 2026)
Exact wording at the source
For the year, we delivered $45.2B of revenue (+16% year over year, or 17% on a FX-neutral basis)
32.$2.7 billion
Netflix expects about $2.7 billion of advertising revenue in 2026, below its earlier forecast of about $3 billion, while subscription revenue beat its expectations.
Netflix, Netflix Q3 2026 Letter to Shareholders (Oct 2026)
Exact wording at the source
we currently expect 2026 ad revenue of ~$2.7B vs. approximately $3B previously
33.306 million
Spotify had 306 million Premium subscribers worldwide at the end of September 2026, up 9% year over year.
Spotify, Spotify Q3 2026 Shareholder Deck (Form 6-K, Exhibit 99.1) (Oct 2026)
Exact wording at the source
Premium Subscribers grew 9% Y/Y to 306 million, reflecting 6 million net adds
34.788 million
Spotify had 788 million monthly active users in the third quarter of 2026, which means about 39% of its users paid for Premium.
Spotify, Spotify Q3 2026 Shareholder Deck (Form 6-K, Exhibit 99.1) (Oct 2026)
Exact wording at the source
MAUs grew 11% Y/Y to 788 million, reflecting 11 million net adds
35.13.22 million
The New York Times had about 13.22 million digital-only subscribers at the end of September 2026.
The New York Times Company, The New York Times Company Reports 2026 Third-Quarter Results (Form 8-K) (Nov 2026)
Exact wording at the source
including approximately 13.22 million digital-only subscribers
36.$9.93
The New York Times earned an average of $9.93 per digital-only subscriber per month in the third quarter of 2026, up 1.4% year over year.
The New York Times Company, The New York Times Company Reports 2026 Third-Quarter Results (Form 8-K) (Nov 2026)
Exact wording at the source
Digital-only ARPU increased 1.4 percent year-over-year to $9.93.
37.13.1 million
Duolingo had 13.1 million paid subscribers at the end of September 2026, up 14% from 11.5 million a year earlier.
Duolingo, Duolingo Q3 2026 Shareholder Letter (Form 8-K) (Nov 2026)
Exact wording at the source
Paid subscribers (period end) 11.5 13.1 14%
38.$2,817.2 million
Chewy's Autoship repeat-delivery customers generated $2,817.2 million of sales in the quarter ended August 2, 2026, up 9.3% year over year.
Chewy, Chewy Announces Second Quarter Fiscal Year 2026 Financial Results (Form 8-K, Exhibit 99.1) (Sep 2026)
Exact wording at the source
Autoship customer sales $ 2,817.2 $ 2,576.9 9.3 %
39.84.6%
Autoship subscriptions accounted for 84.6% of Chewy's net sales in its fiscal second quarter of 2026, up from 83.0% a year earlier.
Chewy, Chewy Announces Second Quarter Fiscal Year 2026 Financial Results (Form 8-K, Exhibit 99.1) (Sep 2026)
Exact wording at the source
Autoship customer sales as a percentage of net sales 84.6 % 83.0 %
40.2.475 million
Peloton had 2.475 million paid connected fitness subscriptions at the end of September 2026, down 9% year over year.
Peloton Interactive, Peloton Announces Q1 FY2027 Financial Results (Form 8-K) (Nov 2026)
Exact wording at the source
Ending Paid Connected Fitness Subscriptions were 2.475 million, a decrease of 9% year-over-year
41.1.7%
Peloton's average net monthly churn for connected fitness subscriptions was 1.7% in the quarter to September 2026, compared with 1.6% a year earlier.
Peloton Interactive, Peloton Announces Q1 FY2027 Financial Results (Form 8-K) (Nov 2026)
Exact wording at the source
Average Net Monthly Paid Connected Fitness Subscription Churn (1) 1.6 % 2.2 % 1.7 %

Chart

New York Times digital-only subscribers by quarter

Thousands of digital-only subscribers at quarter end, Q3 2025 to Q3 2026.

Q3 202511,760
Q4 202512,210
Q1 202612,520
Q2 202612,800
Q3 202613,220

Source: The New York Times Company, The New York Times Company Reports 2026 Third-Quarter Results (Form 8-K)

Cancellation rules in the US

42.70
The FTC received nearly 70 complaints a day about subscription and negative option practices in 2024, up from 42 a day in 2021.
Federal Trade Commission, Federal Trade Commission Announces Final "Click-to-Cancel" Rule Making It Easier for Consumers to End Recurring Subscriptions and Memberships (Oct 2024)
Exact wording at the source
in 2024 the Commission received nearly 70 consumer complaints per day on average, up from 42 per day in 2021
43.180 days
Most provisions of the FTC's final click-to-cancel rule, announced in October 2024, were set to take effect 180 days after publication in the Federal Register.
Federal Trade Commission, Federal Trade Commission Announces Final "Click-to-Cancel" Rule Making It Easier for Consumers to End Recurring Subscriptions and Memberships (Oct 2024)
Exact wording at the source
Most of the final rule’s provisions will go into effect 180 days after it is published in the Federal Register.
44.$100 million
The Eighth Circuit vacated the click-to-cancel rule in July 2025 after noting an administrative law judge had found its annual economic effect would exceed $100 million, the level that requires a preliminary regulatory analysis.
U.S. Court of Appeals for the Eighth Circuit, Custom Communications, Inc. v. Federal Trade Commission, No. 24-3137 (opinion filed July 8, 2025) (Jul 2025)
Exact wording at the source
Weighing the estimated costs and benefits to consumers, the ALJ found that the proposed rule would have an annual effect on the national economy surpassing the $100 million threshold.
45.$2.5 billion
Amazon agreed in September 2025 to a $2.5 billion settlement with the FTC over Prime enrollment and cancellation practices.
Federal Trade Commission, FTC Secures Historic $2.5 Billion Settlement Against Amazon (Sep 2025)
Exact wording at the source
FTC Secures Historic $2.5 Billion Settlement Against Amazon
46.35 million
The Amazon settlement included $1.5 billion of refunds for an estimated 35 million consumers affected by unwanted Prime enrollment or delayed cancellation.
Federal Trade Commission, FTC Secures Historic $2.5 Billion Settlement Against Amazon (Sep 2025)
Exact wording at the source
$1.5 billion in consumer redress, providing full relief for the estimated 35 million consumers impacted by unwanted Prime enrollment or deferred cancellation.

Unwanted subscriptions and new rules in the UK

47.£26 billion
UK consumers spend about £26 billion a year on roughly 155 million active subscriptions in non-regulated sectors, according to government estimates.
Department for Business and Trade, Consultation on the implementation of the new subscription contracts regime (Nov 2024)
Exact wording at the source
There are approximately 155 million active subscriptions in non-regulated sectors in the UK, representing consumer spend of approximately £26 billion per year.
48.9.7 million
About 5.8% of active UK subscriptions, an estimated 9.7 million contracts, are unwanted by the consumer.
Department for Business and Trade, Consultation on the implementation of the new subscription contracts regime (Nov 2024)
Exact wording at the source
Approximately 5.8% of active subscriptions are unwanted by the consumer, meaning an estimated 9.7 million unwanted subscription contracts are active in the UK.
49.£1.6 billion
UK consumers spend an estimated £1.6 billion a year on subscriptions they do not want.
Department for Business and Trade, Consultation on the implementation of the new subscription contracts regime (Nov 2024)
Exact wording at the source
In total it is estimated that £1.6 billion a year is spent by consumers on unwanted subscription contracts.
50.£400 million
The UK government expects its new subscription rules to save consumers around £400 million a year.
Department for Business and Trade, Consumers to save around £400 million every year from government crackdown on costly subscription traps (Apr 2026)
Exact wording at the source
which will save consumers around £400 million every year
51.January 2027
The UK's new subscription rules will come into force in January 2027, brought forward from the spring 2027 date announced in April 2026.
Prime Minister's Office, 10 Downing Street, PM starts roll out of 'everyday fixes' on the cost of living: ending rip-off discounts and subscription traps (Aug 2026)
Exact wording at the source
New rules will now come into force in January 2027, in time for when customers often start new subscriptions for the year ahead.
52.£14
The UK government says the new rules will save an average of £14 a month for every unwanted subscription.
Prime Minister's Office, 10 Downing Street, PM starts roll out of 'everyday fixes' on the cost of living: ending rip-off discounts and subscription traps (Aug 2026)
Exact wording at the source
Saving an average of £14 a month for every unwanted subscription
53.£132
1 in 10 UK consumers were paying for a subscription they did not use, and 65% of them were paying more than £132 a year for it, according to Citizens Advice research.
Citizens Advice, Subscription traps: enough is enough (2023)
Exact wording at the source
Of these consumers, 65% are paying over £132 a year for unnecessary subscriptions

Questions readers ask

How much does the average American spend on subscriptions?: CNET's 2026 survey with YouGov found US adults who paid for a subscription spent an average of $111 a month, or $1,332 a year, up 23% from $90 a month in 2025. Millennials spent the most at $125 a month.
How much money goes to unused subscriptions?: US adults reported wasting $21 a month, or $252 a year, on subscriptions they do not use in 2026, up from $17 a month in 2025, according to CNET. In the UK, the government estimates £1.6 billion a year is spent on unwanted subscriptions.
What share of people cancel subscriptions?: Recurly found 52% of consumers cancelled at least one subscription in the past year. For streaming video, Deloitte reports churn of around 40%, and Antenna puts the monthly churn rate for US premium streaming at 4.6% in 2025.
Is the FTC click-to-cancel rule in effect?: No. The Eighth Circuit vacated the FTC's click-to-cancel rule on July 8, 2025, days before most of it was due to apply, because the agency skipped a required preliminary regulatory analysis. The FTC still pursues cases under existing law, such as its $2.5 billion Amazon Prime settlement, and state automatic renewal laws still apply.
When do the UK's new subscription rules start?: The UK government said in August 2026 that its subscription contract rules under the Digital Markets, Competition and Consumers Act will come into force in January 2027, earlier than the spring 2027 date given in April 2026. The government expects them to save consumers around £400 million a year.
Why do people cancel subscriptions?: Price increases were the top reason among US consumers who cancelled in 2024, cited by 47% in Zuora's Harris Poll survey. Recurly's research points to lack of use as the other main driver, and 61% of consumers tell Deloitte they would cancel their favorite streaming service over a $5 monthly increase.

Where these numbers come from

We used primary publishers only: surveys run by CNET with YouGov, Deloitte, and Zuora with The Harris Poll; network and transaction data published by Recurly, Zuora and Antenna; company filings and shareholder letters from Netflix, Spotify, The New York Times, Duolingo, Chewy and Peloton; and official material from the Federal Trade Commission, the US Court of Appeals for the Eighth Circuit, the UK Department for Business and Trade, the Prime Minister's Office and Citizens Advice. Every quote was refetched from the source page. Survey spending figures are self-reported and cover US adults who paid for a subscription in the past year. Recurly and Zuora data describe businesses on their own platforms, not the whole market. Antenna's churn is a monthly rate modeled from transaction panels, while Deloitte's is the share of people who cancelled in six months, so the two are not comparable. Company metrics follow each firm's definitions and are global unless noted. UK figures are government impact assessment estimates. We store the sentence each number appears in, and a script loads the publisher's page again to make sure that sentence is still there. Our methodology has the details.

Sources

Antenna. Q1'26 State of Subscriptions Report: Premium SVOD 2025 Year in Review (Feb 2026).
Antenna. Q3'26 State of Subscriptions: 1 in 3 U.S. consumers have tried a Specialty SVOD (Aug 2026).
Antenna. From Experiment to Engine: Streaming with Ads, 5 Years In (Jun 2026).
Chewy. Chewy Announces Second Quarter Fiscal Year 2026 Financial Results (Form 8-K, Exhibit 99.1) (Sep 2026).
Citizens Advice. Subscription traps: enough is enough (2023).
CNET. CNET Subscription Survey 2026 (May 2026).
CNET. 'Subscription Creep' Is Real. Consumers Are Paying Over $1,000 Each Year, CNET Survey Finds (Apr 2024).
Deloitte. Deloitte survey: Digital Media Trends 2026 (Mar 2026).
Department for Business and Trade. Consultation on the implementation of the new subscription contracts regime (Nov 2024).
Department for Business and Trade. Consumers to save around £400 million every year from government crackdown on costly subscription traps (Apr 2026).
Duolingo. Duolingo Q3 2026 Shareholder Letter (Form 8-K) (Nov 2026).
Federal Trade Commission. Federal Trade Commission Announces Final "Click-to-Cancel" Rule Making It Easier for Consumers to End Recurring Subscriptions and Memberships (Oct 2024).
Federal Trade Commission. FTC Secures Historic $2.5 Billion Settlement Against Amazon (Sep 2025).
Netflix. Netflix Q4 2025 Letter to Shareholders (Jan 2026).
Netflix. Netflix Q3 2026 Letter to Shareholders (Oct 2026).
Peloton Interactive. Peloton Announces Q1 FY2027 Financial Results (Form 8-K) (Nov 2026).
Prime Minister's Office, 10 Downing Street. PM starts roll out of 'everyday fixes' on the cost of living: ending rip-off discounts and subscription traps (Aug 2026).
Recurly. State of Subscriptions Report 2026 (Jan 2026).
Recurly. 2026 State of Subscriptions: Analyzing trends of 76 million subscribers (Jan 2026).
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