A new phenomenon known as “serial churners” spells trouble for streaming services wherein people subscribe only temporarily to watch a given show before canceling.

A new report from the New York Times showed that Americans have become “increasingly impulsive about hitting the cancellation button on their streaming services.”

“More than 29 million — about a quarter of domestic paying streaming subscribers — have canceled three or more services over the last two years, according to Antenna, a subscription research firm,” it noted.

As Breitbart News has noted on numerous occasions, the rise of cord-cutting has meant that Americans are less and less likely to stay subscribed to a streaming service in the same way that they subscribed to cable due to the dearth in quality. Antenna’s research shows that more and more Americans are subscribing, canceling, then resubscribing months later to watch a given program on a streaming platform. .

“In three years, this went from a very niche behavior to an absolute mainstream part of the market,” said Jonathan Carson, the chief executive of Antenna.

Serial churners accounted for nearly 40 percent of the streaming market last year, according to Antenna.

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