Cost of Living: Which Subscriptions Are Consumers Leaving First?

New research has shown how the lifestyle change caused by rising cost of living and the end of lockdowns is impacting subscription rates for popular apps.

To find out which ones are losing popularity, Access PaySuite collected Google search data between January and June 2022 and compared it to statistics for the same period last year – with the full results shown in new search.

The survey revealed that the fitness app Strava is at the greatest risk of being dropped by the British public this summer.

This follows Lloyds Bank’s April announcement, which revealed that more than 1.2 million subscription payments have been interrupted by its customers since June 2021.

The app — a favorite among runners and cyclists — was among 40 tested by the payment software provider. Analyzed online search terms like ‘cancel [app] subscription’ and ‘how do I cancel [app]’ to find out which ones are losing popularity as the cost of living starts to fall.

According to the study, searches related to the cancellation of Strava – whose premium plan costs £6.99 – rose by 200% in the past year, which was the biggest dramatic increase.

Searches to cancel Netflix – which has laid off 450 people since May – are up 28% from last year. Tinder and Hinge searches are up by over 33%.

The apps consumers were most looking for help with canceling their subscription plans are below:



% difference (January – June 2021 vs January June 2022)


health and fitness



VPN and Storage


Apple TV

video streaming



health and fitness



VPN and Storage








PlayStation Plus




video streaming



video streaming


Not all apps were seeing a slowdown, however. The data showed that interest in canceling subscriptions to some services dropped over a 12-month period. The full survey showing the apps with the biggest drop in searches related to unsubscribing can be found in the study.

While Strava’s popularity has plummeted, Peloton has seen a 21% drop in the number of searches from users wanting to unsubscribe, with other health and fitness services such as Noom and Calm seeing unsubscribe intent dropping by 60% and 42 %.

Spotify – which plans to partner with the Google Play Store to offer ‘User Choice Billing’ later this year – saw searches drop by 23%, while searches to cancel its competitor Deezer were 61% lower than in 2021.

Despite raising the price of its monthly Prime service for UK customers by £1, searches related to canceling Amazon’s premium offer are down by 18%.

Subscription-based business models, such as subscription apps, offer a huge range of benefits to businesses, including reliable, regular income, more secure cash flow, and the ability to build long-term customer relationships.

That means apps will be competing to attract new customers in the coming months. Direct Debit Guarantee means consumers are protected, so as long as they are satisfied with the product, they can set up regular payments while businesses earn from recurring revenue.

Commenting on the findings, Andrea Dunlop, Managing Director of Access PaySuite, said:

“Whether it’s energy prices or rising rents, it’s hard to escape the effects of the rising cost of living. It’s no wonder people are delving into what they spend each month and getting rid of any costs that don’t add real value to them.

“With offices, shops and leisure facilities now open again, we are in a very different position compared to two years ago. When stuck at home, exercising outdoors was a lifeline for many people, and sharing your daily run on social media via the Strava app was a great way to connect with people.

“But gyms are now an option again, and it’s possible that, after months of running around alone, people couldn’t wait to get back to these shared social spaces. This could also explain why some of the biggest dating apps are also waning in popularity.

“Looking at successful services like Amazon or Spotify gives you a good idea of ​​what other companies need to do to keep their subscriptions strong. Over the years, the Prime delivery service has become indispensable to so many customers, while Spotify shows a constant commitment to creating an experience that meets the needs of its customers, from the UX to the way they pay. By offering consistently reliable service, they are able to provide real value to their customers and keep them loyal.”

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