Streaming services have totally changed the way we consume media, offering easy and instant access to humongous libraries of "stuff". However, this convenience often comes at a hidden cost. Over time, many platforms strategy known as "enshitification", a term that describes how companies deliberately degrade user experience to extract maximum value. But there is something very nefarious about the whole strategy.
One of the most visible examples of enshitification in streaming is the shift toward advertisement supported subscription tiers. While these plans are marketed as "affordable" options, they are designed to benefit the platform far more than the user. Advertisers pay premium rates for access to large, engaged audiences, and streaming services profit more from selling advertisement space than from subscription fees alone. For instance, Netflix introduced an advertisement supported tier in 2022, allowing the company to tap into the lucrative advertising market while keeping subscription costs low. Prime, Disney+ and HBO Max have followed a similar path, prioritizing ad revenue over user satisfaction. Research indicates that advertisement supported tiers can generate significantly more revenue per user than advertisement free plans, despite the lower subscription cost.
To summon everything in one sentence: Platforms earns more money on you if you choose the cheapest subscription plan instead of paying for an ad-free service.
Another way enshitification shows up is by making it harder than it should be to cancel your subscription.
Normally that should be a simple, straightforward action but now it's incredible complicated and often unnecessarily difficult. Platforms bury cancellation links deep within account settings, require mandatory phone calls to customer service, or implement multi-step confirmation processes - All to keep you going to a next page and another page to finally decide to leave it due to the effort you put into a cancellation order. These obstcales are not accidental; they are designed to discourage users from leaving. A 2023 report by the European Commission found that nearly 30% of consumers abandoned their attempt to cancel a subscription due to these obstacles.
By making it harder to leave, companies keep more customers from canceling— even those who no longer want the service.
Shows you like can cost you more than you think
Enshitification also manifests in the fragmentation of content across multiple platforms. Users are increasingly forced to subscribe to several services to access their favorite shows or movies, leading to what is often called "bundle fatigue." This strategy locks users into a cycle of recurring payments, with the average household now subscribing to four or five streaming services, according to Deloitte’s 2024 Digital Media Trends survey. Many users report feeling trapped, as the cumulative cost of these subscriptions often exceeds traditional cable bills.
It's time to take back the power as the consumer
Despite these challenges, consumers are not powerless. Regularly auditing subscriptions and canceling unused services can help avoid unnecessary expenses. Opting for physical media, such as DVDs or Blu-rays, provides permanent access without recurring fees. Public libraries also offer free streaming services for movies, music, and e-books, while independent platforms often prioritize user experience over aggressive monetization.
The future of streaming should not be defined by enshitification. As consumers, we have the power to demand fairness and transparency from the platforms we support.
It’s time for them to understand what happens when consumers leave the platform and uninstall the app for good. It’s time for them to understand what happens when consumers leave the platform and uninstall the app for good.This is what we’re slowly seeing happen with social media platforms - the migration of users is increasing every day. By understanding these tactics, we can make informed choices and push back against practices that prioritize profit over people.
It’s time for us consumers to make a choice. Should we let the platforms control us, or will we decide whether they survive?
Author: Jonas Wolcher, filmmaker and writer, specializes in genre films addressing domestic violence and political issues. Through Ranrikestudios and Dino Publishing, he creates meaningful cinema, advocating for human rights and environmental responsibility.
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