Coming out of the pandemic, cost has risen to become the No. 1 decision factor for canceling a service, whether it be a free trial ending or the cost of services increasing. This has led to a growing tolerance for ads. Sixty percent of those surveyed said they were willing to watch up to six minutes of ads per hour in exchange for reduced cost, as long as the ads were relevant and not repetitive.

Kevin Westcott, Deloitte’s vice chairman and U.S. tech, media and telecom leader, commenting to Fortune magazine for its report, “People Are Canceling Video Streaming Subscriptions at Record Rates Ahead of Netflix Earnings.”  Westcott said that streaming services are seeing significant churn, meaning cancellation rates are up.