Streaming services are encountering increased difficulty in retaining customers due to rising prices and cost of living adjustments. The rate of customer defections from premium streaming services increased from 5.1% to 6.3% over a year, with about a quarter of U.S. subscribers canceling at least three major streaming services in the past two years. To combat this trend, streaming companies are adopting various strategies to keep their customers, such as introducing ad-supported tiers at lower costs, bundling services, and offering discounts.