U.S. consumers are cancelling subscription streaming services in large numbers as the rising cost of living forces a reevaluation of household budgets, according to a new Deloitte report.
The Deloitte 2026 Digital Media Trends report shows that approximately 40 percent of Americans have cut back on streaming services in the last three months due to financial concerns.
As prices for essential goods like food and housing remain high, consumers are targeting nonessential expenditures. This trend coincides with a steady climb in media and entertainment costs.
Price hikes fuel consumer frustration
Nearly 75 percent of Americans expressed frustration over continuous price increases from their preferred streaming platforms. Netflix recently announced its second consecutive annual price hike, raising its standard ad-supported plan to $8.99 per month.
Netflix's ad-free standard plan now costs $19.99 monthly, while its premium tier has reached $26.99 per month. Disney+ also implemented price increases last September, raising its ad-supported tier to $11.99 per month.
Hulu followed suit with similar hikes, bringing its basic ad-supported plan to $11.99 per month. The service's premium ad-free version now sits at $18.99 per month.
These price surges occur while inflation remains above the Federal Reserve’s 2 percent target. Recent Bureau of Labor Statistics data shows grocery prices rose 0.4 percent and gas prices increased 0.8 percent in a single month.
Economic pressures continue to impact daily necessities. Analysts expect upcoming inflation reports to reflect further volatility in energy costs linked to global geopolitical tensions.