The online subscriptions Brits are cancelling in cost of living crisis

No primary category set

Online data experts from VPN Overview have revealed which subscription services Brits are cancelling as they feel the pressure on their finances.

During the pandemic, brands saw a huge uptake in subscriptions as people tried to find new ways to enjoy things, but with brands increasing their fees whilst people are trying to cut back on spending, many are now, unsurprisingly, looking to cancel them.

VPN Overview analysed Google search data to reveal which subscription services are receiving the highest number of searches around cancellations.

Search-TermAnnual Searches Nov 21 -22
Amazon Prime232,540
Sky TV163,340
Now TV91,220
Amazon Music70,080
Disney plus49,090
Apple TV42,080
BT Sport41,210

Most interesting of the list is Amazon Prime, who were one of the many companies to raise their fees this year and are the top cancellation choice for Brits. Could we see consumers grabbing their Christmas buys before cancelling their prime service in January? Second on the list is music service Spotify followed by Sky TV, A subscription that sees an all inclusive package costing a steep £110.00 per month.

Alongside annual searches, the study also analysed which online subscriptions have the highest YOY increase, suggesting a further surge of cancellations this year.

Sky TV has seen the biggest increase in searches around how to cancel, with the data revealing a 40.53% surge YOY.

This is followed by Apple TV with a 37.25% increase and Netflix with 35.44%. Spotify isn’t far behind with searches for ‘cancel Spotify’ increasing by 31.82%.

Live and on-demand sports streaming platform, Dazn, also makes the list with a 19.05% increase along with BT Sport (18.35%).

Finally, Brits are saying goodbye to Discovery plus, which has seen an increase of 15.97% and Britbox with an increase of 4.72%.

It’s interesting to see such a high number of searches around cancelling subscription services which are often part of our daily lives. However, as the cost of living continues to rise and these services hike their prices, it’s no surprise to see people sacrificing their premium packages.

– Spokesperson, VPN Overview


Free HelloFresh Shipping with Amazon Prime

Free HelloFresh Shipping with Amazon Prime

Why Brands and retailers should consider a Physical Product Subscription model

Why Brands and retailers should consider a Physical Product Subscription model

2 Cinema Tickets for £10 with Amazon Prime

2 Cinema Tickets for £10 with Amazon Prime

Amazon US opens a Prime benefit to non-subscribers

Amazon Fresh opened to non-Prime subscribers in US

Amazon Prime Same-Day to become chargeable

Amazon Prime Same-Day to become chargeable

ChannelX Guide...

Featured in this article from the ChannelX Guide – companies that can help you grow and manage your business.


Take a look through a selection of the latest articles on ChannelX

Register for Newsletter

Receive 5 newsletters per week

Gain access to all research

Be notified of upcoming events and webinars