Challenges faced when cancelling mobile, broadband and streaming services

A new YouGov Surveys: Serviced poll among 2,020 British adults explored consumer behavior around service cancellations over the past year, highlighting which services were discontinued, the challenges faced, and how consumers prefer the process to be handled. The results suggest that many Britons seek greater convenience and transparency when ending subscriptions.

Among the services examined, streaming platforms saw the highest rate of cancellations. Since February 2024, one in five consumers reported canceling a streaming service (21%), compared to 9% who ended a mobile phone contract and 9% who discontinued their broadband or internet service.

When it comes to canceling services, most consumers prefer handling the process independently. About 57% say they would rather cancel via online self-service through a website or app. Three in 10 prefer live chat with an actual representative (30%), emails (30%) or phone calls (28%).

People who had canceled mobile services showed a greater tendency to speak directly with representatives (44% compared to 30% of all polled respondents). Some 37% prefer phone calls or even emails while a quarter would visit in-person (24%).

Similar trends were seen among consumers who had canceled broadband services. About 41% preferred live chat, 36% emails, 35% phone calls, 19% chatbots, and 18% in-person visits.

As for streaming subscriptions, three-quarters say they prefer to cancel services online (73%). However, 29% would rather send email requests while 27% would like to chat with a representative. One in five (22%) say they would prefer calling, 12% in-person visits and 14% would do it via chatbot.

When asked about challenges faced while canceling the subscriptions, a third say their providers employed retention tactics (34%) while one-quarter reported difficulty in finding cancellation information (25%). Long wait times and being transferred multiple times was a problem for one in five customers (20% and 18% respectively). Some also expressed frustration about being required to call a provider despite having signed up online, an issue faced by 14% of users. However, 37% of adults say they have not encountered any challenges while cancelling services.

When asked how companies could improve the cancellation process, 64% say all services should offer a simple online cancellation option. Other common suggestions included sending immediate confirmations of cancellations (60%), providing greater transparency around final charges (56%), and allowing customers to cancel instantly without needing to speak to a representative (53%). Nearly half of respondents also called for companies to offer the same cancellation methods as sign-up, while 46% wanted shorter wait times for customer service support.

The survey results indicate that many Britons are frustrated with service cancellation processes, particularly for broadband and mobile phone contracts. While streaming services tend to be easier to cancel, consumers still report facing retention strategies and unclear policies across various industries. As expectations for seamless digital experiences continue to grow, companies that simplify their cancellation processes, offering quick, transparent, and hassle-free solutions, may gain a competitive edge in retaining customer goodwill.

Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on March 3, 2025, with a nationally representative sample of 2,020 adults (aged 18+ years) in Great Britain, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education and social grade to be representative of all adults in Great Britain (18 years or older) and reflect the latest ONS population estimates.