Australians cancelled over one million streaming subscription services during the September quarter, as inflation and household costs continue to bite.

This is according to market research company Kantar, who surveyed a panel of 10,000 Australians.

The one million plus subscriptions that bit the dust were boosted by 500,000 new subs, suggesting that people are moving between the services.

Overall, Australian streaming subscriptions fell by about 515,000 between July and September.

Not surprisingly, younger viewers were more likely to cycle between services.

“The cancellations are mainly at the younger end of the market, those under 35,” said Kantar’s Tamsin Timpson.

“They account for nearly half the cancellations, but they’re also the most to use multiple subscription services. They’re also the most engaged in watching the free broadcast streaming services.

“They’re looking to save money and I do think they are most impacted by economic pressures such as inflation and either interest rate hikes or rental hikes. There’s certainly an increase in their use of the free broadcast streaming services.”

Kantar claims that Netflix’s house penetration fell from 78.8 per cent of homes to 77.6 per cent during the quarter. Although they account for the largest number of the lost subscriptions during the quarter, Netflix remains far ahead.

Prime Video follows household penetration of about 32 per cent, followed by Disney+ with 31 per cent, and Paramount+ with 9 per cent.

Interestingly, 25 per cent of the new services taken out in the third quarter were with Prime Video, up from 19 per cent in the previous quarter.

The new Lord Of The Rings series is reportedly drawing these subscriptions – which suggests Prime will shed some of these recent subscribers once they are done in Middle Earth.