In the last six months, at least 1.829 million users in Mexico canceled their streaming subscriptions, accounting for 14% of the 14.3 million SVOD video accesses. The most affected platforms were ViX Premium, Disney+, and Amazon Prime Video, amid heightened competition and price adjustments. Experts attribute this churn rate phenomenon to household spending optimization strategies.
Mexico's streaming market has entered a maturity phase, marked by higher user rotation and increased subscription cancellations. According to Radamés Camargo, director of Analysis at The CIU consultancy, at least 1.829 million subscriptions were canceled in the last six months, equivalent to 14% of the country's 14.3 million SVOD accesses.
“In that period, ViX Premium accounted for 28.6% of total canceled subscriptions, followed by Disney+ with 21.4% and Amazon Prime Video with 17.9%. Lower down were Apple TV with 14.3% and Netflix with 10.7%,” Camargo commented in an interview with El Financiero. Paramount+ and HBO Max each recorded 3.6% of the cancellations.
This churn rate stems not only from user dissatisfaction but from deliberate spending optimization and content consumption rationalization strategies. “Today streaming competes with other household spending categories, making retention more sensitive when prices exceed perceived value,” Camargo explained. Mexican households allocate an average of 316 pesos monthly to these platforms, a 20% increase from 2022, driven by price hikes of up to 20%.
Factors such as account-sharing restrictions and episodic consumption, like sports events on ViX or specific franchises on Disney+, contribute to temporary cancellations. Camargo stressed: “Retention is not an assumed indicator but one that is built and defended month by month.”
Meanwhile, Carlos Ponce, an audiovisual industry specialist, suggested platforms could bolster retention by leveraging government incentives for local content production, enhancing quality and audience loyalty in a fragmented market.
