Americans Are Cutting Subscriptions As Costs Climb In 2026

Americans Are Cutting Subscriptions As Costs Climb In 2026
Jimbo,
Planet Fitness In Virgina, U.s.
People work out at a Planet Fitness in Alexandria, Virginia, U.S., January 8, 2024. REUTERS/Leah Millis

Amid rising costs for essentials like groceries and gas, Americans are canceling costly streaming subscriptions. Deloitte reports that 52% of consumers ended at least one subscription in the past six months. Younger demographics, particularly Millennials and Gen Z, are leading this trend. Unused services are the main reason for cancellations. On average, consumers spend $111 monthly on subscriptions, a 23% increase from last year. Research shows that flexible brands retain more customers, especially those offering “pause before cancel” features. Fitness and gym memberships saw the highest cancellation rates in 2026, followed by streaming services. Story URL

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