Intention to Cancel Netflix High Amid Price Hikes

Every time an online service is raising its prices, consumers rightfully ask themselves if they actually need that subscription. In the case of Netflix, Americans are split on whether they want to stick with the streaming platform which announced another price hike for two of its four plans yesterday.

A whopping 39 percent of U.S. Netflix account holders and potential customers said that they would cancel Netflix or abandon purchase plans in the case of a price increase. 31 percent said that they would opt for the cheaper, ad-supported subscription (or stick with it), while 29 percent said an ad-free plan was still their choice. As the change was leaked previously by The Wall Street Journal in early October, CivicScience surveyed (potential) Netflix customers on October 10.

The new price for the already discontinued basic account will be $11.99 instead of $9.99 going forward, while the premium account will cost $22.99 in the future, up from $19.99. The standard ad-free account will continue to be priced at $15.49, while its ad-supported cousin is still $6.99.

The survey also showed that subscribers to Netflix's ad-free plans were more likely to stick with their choice, which is something that 48 percent of these survey participants said. Only 17 percent in this group could imaging being on a plan with ads, leaving the group split between cancellation and sticking it out with a higher price.