- Amazon Prime is the app users are most eager to unsubscribe from, with 578,000 monthly cancellation-related searches—a figure nearly 45% higher than its closest competitor, Disney+.
- Snapchat tops deletion interest, with 143,000 monthly searches to completely remove the app.
- 7 out of the top 10 apps are entertainment services, including Hulu, Paramount+, Peacock, and Netflix.
Amid growing frustration over rising subscription fees and increasing crackdowns on password sharing, a recent study by Sparrow reveals the apps and subscriptions people are most eager to cancel or unsubscribe from. By tracking keyword data for phrases like “unsubscribe,” “delete,” “cancel,” and “cancel subscription,” the analysis ranked services based on total search volumes—highlighting which platforms users are most actively trying to leave as they reassess their digital expenses.
| App | Total Monthly Cancellation Searches |
| Amazon Prime | 578K |
| Disney Plus | 397.7K |
| Hulu | 149.7K |
| Snapchat | 143.6K |
| Paramount | 139.4K |
| Audible | 136.9K |
| Peacock | 106.7K |
| Tiktok | 101.7K |
| Spotify | 95.1K |
| Netflix | 93.1K |
The full research is available here.
Amazon Prime takes the top spot with 578,000 monthly cancellation-related searches, making up a large portion of the “cancel” queries in the market. With 447,000 searches for “cancel” each month, it’s clear that price increases are contributing to subscriber exit interest.
Disney Plus ranks 2nd with 397,700 cancellation searches. It has the highest “cancel subscription” searches at 79,000 among all platforms, coinciding with Disney’s shift toward bundling and tiered pricing.
Hulu ranks 3rd with 149,700 searches regarding cancellation. Its 113,000 “cancel” queries hint at growing dissatisfaction, particularly as Hulu becomes more tightly woven into the evolving—and increasingly costly—Disney streaming ecosystem.
Snapchat follows in 4th with 143,650 cancellation searches. Unlike traditional subscription services, Snapchat shows primarily “delete” searches at 143,000, indicating that users are opting to completely remove the app rather than simply ending a payment relationship.
Paramount ranks 5th with 139,400 cancellation-related queries. The 106,000 “cancel” searches show Paramount+’s battle to keep subscribers engaged amid a crowded streaming landscape.
Audible comes in 6th with 136,900 searches associated with cancellations. Amazon’s audiobook giant pulls in the third-highest number of “cancel” searches at 114,000. As the only audio-focused service in the top ten, Audible faces challenges in conveying its value proposition to users, particularly as competing services continue to expand.
Peacock is 7th with 106,700 cancellation searches. NBCUniversal’s streaming service shows a significant number of “cancel subscription” searches, totalling 27,000, which reflects a targeted interest in discontinuing the service.
TikTok ranks 8th with 101,760 searches for cancellation. Similar to Snapchat, TikTok primarily shows “delete” searches, totalling 101,000, showing a different type of exit behaviour. Unlike subscription-based platforms, users appear to be opting to remove the app rather than permanently discontinue paid services.
Spotify follows in 9th with 95,100 cancellation queries. The music streaming leader shows a relatively balanced mix of “cancel” and “delete” searches. Despite facing pressure from free alternatives, it continues to attract significant interest.
Netflix rounds out the top ten with 93,100 searches tied to subscription cancellations. While still a highly established platform, Netflix has fewer “cancel subscription” searches compared to some of its newer competitors, suggesting stronger retention strategies.
A spokesperson from Sparrow commented on the study: “The subscription economy is reaching saturation point as consumers become more selective about digital commitments. This widespread cancellation interest signals a shift toward subscription rationalisation rather than rejection of the model. Services must now deliver clear value rather than rely on customer inertia. The contrast between subscription cancellations and app deletions reveals different psychological relationships with paid services versus free platforms.”
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