Apple TV+ cancelers started a new paid streaming service most often; Netflix cancelers ranked below the matched rate
Share starting a paid streaming service absent in the prior six months; subscribers whose first observed cancellation occurred in H1 2025, compared with similar subscribers who did not cancel
Share starting a new paid streaming service
Source: YipitData U.S. e-receipt panel. Cohort sizes: Apple TV+ n=3,370; Starz n=4,509; Disney+ n=354; Paramount+ n=8,131; Max n=4,725; Peacock n=5,530; Hulu n=7,261; Netflix n=18,594; matched non-cancelers n=247,421. Prime Video and free or ad-supported services are undercaptured.
Chart data
| Series | Share starting a new paid streaming service |
|---|---|
| Apple TV+ cancelers | 45% |
| Starz cancelers | 43% |
| Disney+ cancelers | 41.8% |
| Paramount+ cancelers | 41.5% |
| Max cancelers | 41.4% |
| Peacock cancelers | 33.3% |
| Hulu cancelers | 30.9% |
| Matched non-cancelers | 24.6% |
| Netflix cancelers | 23.3% |
How often did cancelers remain active on another paid streaming service?
Apple TV+ and Starz cancelers had the highest observed rates at 59.4% and 59.1%. Disney+, Max, and Paramount+ ranged from 56.3% to 57.6%, while Peacock reached 48.6%, Hulu reached 44.1%, and Netflix reached 30.4%. This covers the measured paid services, not Prime Video, free tiers, or total streaming activity.
Assumptions & Methodologies
We analyzed our U.S. e-receipt panel. The cohort included 52,474 established panelists with a prior active signal and first explicit cancellation of Netflix, Hulu, Max, Peacock, Paramount+, Starz, Apple TV+, or Disney+ in H1 2025. Each had six months observed before and after cancellation. A new service had no active signal in the prior six months. The matched comparison included 247,421 active streaming panelists without an H1 cancellation, measured over the same calendar structure. Prime Video, free tiers, and several ad-supported services are undercaptured; Disney+ cancellation capture is smaller. Results describe observed paid-SVOD switching, not total streaming exit or causality.