About one-quarter of U.S. subscribers to major streaming services—a group that includes Disney+, Hulu, Max, Netflix, Paramount+, Peacock and Starz—have canceled at least three of them over the past two years, according to November data from subscription-analytics provider Antenna. Two years ago, that number stood at 15%, a sign that streaming users are becoming increasingly fickle.

Under pressure to improve profitability and avoid having to reacquire users, streamers are trying a range of tactics to retain customers, from launching lower-cost ad-supported tiers of service, to teaming up with rivals on bundled deals and providing discounts or free months of service.

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