From Prime to Spotify: Data shows the 10 subscriptions Brits are sacrificing right now 

From Spotify to Netflix: Which subscriptions are Brits cancelling this year?

• A new study from online data experts at VPN Overview has revealed which popular online subscription services are most likely to be cancelled this year
• Using Google search data, the study analysed the number of searches around cancellations
• The data revealed, “Cancel Amazon Prime” has received the most searches in the last 12 months, with 232,540 on average.

As the cost of living continues to soar, new research shows Brits are sacrificing their online subscriptions in a bid to save money.

Recent studies show the average household spends £41.70 on online subscriptions each month in 2022, however, with services such as Amazon Prime hiking their prices, it’s no surprise to find that an increasing number of Brits are trying to cancel.

To find out more, online data experts from VPN Overview analysed Google search data to reveal which subscription services are receiving the highest number of searches around cancellations.

Comparing searches YOY from 21 to 22, the data also reveals which subscriptions have received the highest percentage increase overall.

The top 10 subscriptions Brits are most interested in cancelling in 2022

Search-Term	Annual Searches Nov 21 -22
Amazon Prime	232,540
Spotify	220,340
Sky TV	163,340
Netflix	162,800
Audible	109,480
Now TV	91,220
Amazon Music	70,080
Disney plus	49,090
Apple TV	42,080
BT Sport	41,210

With 232,540 Google searches in the last 12 months, Amazon Prime is the subscription service most likely to be axed by Brits, followed by Spotify which received 220,340 searches overall.

Both streaming services have recently hiked their prices; Amazon Prime in September, when monthly prices jumped from £7.99 to £8.99, and Spotify at the end of 2021 when family accounts increased from £12.99 to £13.99. It’s also been reported that Spotify are planning a further increase at the end of this year.

Sky TV is next on the list with 163,340 searches around cancellations. An all-inclusive Sky TV package comes in at £110.00 per month, which is no doubt a high price to pay during the cost-of-living crisis.

In fifth place comes Netflix (163,340 searches), followed by Audible, an Amazon-owned platform for audiobooks

Further down the list, queries such as ‘cancel Now TV’ and ‘how to cancel Now TV’ have received 91, 220 UK searches, whilst Amazon Music has received 70.080 and Disney Plus tallied up 49,090.

Which search terms have the highest YOY increase in 2022?

Alongside annual searches, the study also analysed which online subscriptions have the highest YOY increase, suggesting a further surge of cancellations this year.

Sky TV has seen the biggest increase in searches around how to cancel, with the data revealing a 40.53% surge YOY.

This is followed by Apple TV with a 37.25% increase and Netflix with 35.44%. Spotify isn’t far behind with searches for ‘cancel Spotify’ increasing by 31.82%.

Live and on-demand sports streaming platform, Dazn, also makes the list with a 19.05% increase along with BT Sport (18.35%).

Finally, Brits are saying goodbye to Discovery plus, which has seen an increase of 15.97% and Britbox with an increase of 4.72%.

Search-Term	YOY Change (%)	Searches 2022	Searches 2021
Sky	40.53%	163,340	116,230
Apple TV	37.25%	42,080	30,660
Netflix	35.44%	162,800	120,200
Spotify	31.82%	220,340	167,150
Dazn	19.05%	7,000	5,880
BT Sport	18.35%	41,210	34,820
Discovery plus	15.97%	10,240	8,830
Britbox	4.72%	15,530	14,830

A spokesperson from VPN Overview commented: “It’s interesting to see such a high number of searches around cancelling subscription services which are often part of our daily lives. However, as the cost of living continues to rise and these services hike their prices, it’s no surprise to see people sacrificing their premium packages.”