Nearly half of Canadians ready to cancel ad-supported streaming if prices continue to increase: new study

Canadian consumers seek affordability and are open to ad-supported streaming options to save money, but nearly half of them are likely to cancel those subscriptions if prices continue to climb, according to a recent study by media agency Horizon Media Canada. Forty-eight per cent of survey respondents, spanning across all age demographics — Gen Z (42 per cent), Millennials (46 per cent), Gen X (51 per cent) and Boomers (49 per cent) — said they would cancel ad-supported streaming if the price exceeds what they consider to be fair. The average maximum monthly subscription price for an ad-supported basic tier is...