People have scaled back video streaming services in droves over the past year as the cost of living has soared.
Kantar analysts said the total number of paid video streaming subscriptions in the UK fell by about two million from 30.5 million to 28.5 million.
Kantar said demand picked up again at Christmas, but people wanted to “go back quickly.”
Inflation, the rate at which prices are rising, is at its highest level in about 40 years and is hitting people’s finances.
“Brits’ love of streaming remains strong, but the impact of high inflation has forced consumers to make tough choices to balance their finances,” said Dominic Sunnebo, Kantar’s global director of entertainment on demand.
“These financial pressures increasingly meant a reduction in video streaming subscriptions, particularly where households often had three or more different services in the same household.”
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