Disney+ is preparing to introduce a new subscription pause feature, following similar moves by competitors Netflix and Hulu, as streaming services adapt to changing viewer habits.
The upcoming pause option will let subscribers temporarily halt their Disney+ service for up to three months, making it easier for budget-conscious viewers to manage multiple streaming subscriptions throughout the year.
This move comes as recent data from analytics firm Antenna reveals a growing trend in subscription behavior. The monthly median percentage of users who rejoin streaming services after cancellation has increased to 34.2% in early 2024, up from 29.8% in 2022. More viewers are now rotating between different platforms based on content availability rather than maintaining year-round subscriptions.
While Netflix and Amazon Prime Video remain the most consistently subscribed services, platforms like Disney+, Hulu, Apple TV+, and others are increasingly used on a rotating basis. Viewers subscribe for a month or two to watch specific shows, then switch to different services.
Disney has already implemented various strategies to retain subscribers, including:
- Ad-supported pricing tiers
- Annual subscription discounts
- Bundle deals with other services
- Weekly episode releases instead of full-season drops
The new pause feature, while seemingly counterintuitive, may actually help Disney+ maintain longer-term relationships with subscribers. Rather than losing customers completely through cancellations, the pause option provides an easier path for viewers to return when new content interests them.
The streaming industry continues to evolve as companies seek ways to reduce subscriber churn and maintain steady revenue streams. For Disney+, offering flexible subscription management options appears to be the next step in adapting to modern viewing preferences.