U.S. Consumers Slash Subscriptions as Costs Surge, Young Adults Lead the Drop
Over half of Americans have cancelled at least one recurring service in the past six months, with Millennials and Gen Z pulling the most, driven by rising living expenses.
New research shows more than half of U.S. consumers have terminated at least one recurring service in the last half-year, with Millennials and Gen Z cancelling at the highest rates, according to a Deloitte report cited by Recurly CEO Joe Rohrlich. The primary motive cited for 2025 cancellations was insufficient usage, as monthly subscription bills can reach $111, a 23% increase from the previous year’s $90 average. Wasteful spending on unused plans rose to $21 per month, per a journalist at one outlet.
Recurly’s findings reveal that providers allowing a “pause before cancel” feature see a 337% rise in pauses and a 75% return rate. Monarch’s analysis identifies fitness and gym memberships (about 11% cancellation rate) and streaming/entertainment services (around 9%) as the most abandoned categories in 2026, while also highlighting high-fee credit cards and duplicate subscriptions as major budget drains. Financial experts advise aligning subscriptions with personal values and using credit-card benefits to avoid paying twice for the same service.
Why it matters
Consumers are trimming recurring costs, reshaping demand for subscription businesses and highlighting wasteful spending habits.
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