Streaming services see high churn replacement as DIRECTV adjusts legacy pricing

New data from Antenna reveals that nearly one-third of consumers who cancel a subscription-based streaming service purchase a new one within 30 days. The research suggests that cord-cutting is often a shift within hybrid households rather than a total move away from video services. Most traditional cord-cutters already have at least one premium subscription active before canceling cable or satellite. Paramount Plus emerged as a primary beneficiary of this churn, seeing a 14 percent uptake in its ad-free plan among former cable and satellite subscribers, followed by Netflix with an 11.5 percent uptake.

Separately, DIRECTV has announced it will end long-standing promotional pricing for a small group of legacy DIRECTV NOW customers. Starting with billing cycles on or after September 27, 2026, monthly rates for premium add-ons like HBO Max, STARZ, and Cinemax will increase to match current standard prices. This change affects customers who have maintained discounted rates on these services for seven years or longer.