Netflix has gone through ups and downs during its journey. With the increasing competition, even the biggest streaming platform experienced a decline in subscribers despite reporting growth in the U.S. and Canada.
Earlier this year, the streaming giant reportedly lost a significant number of subscribers for rising subscription costs, increased competition from platforms like Disney+ and HBO Max, and a crackdown on password sharing. Additionally, changing viewing habits and content concerns have contributed to the decline.
In Q2 2022, the streaming company lost nearly 1 million users globally. This was Netflix losing subscribers for the first time in a decade. The company ceased operations in Russia because of the Ukraine war and lost 700,000 subscribers in the process. The emergence of strong competitors like Disney and HBO Max as well as Amazon has also slowed growth.
Higher prices continue to be a leading reason for cancellations. Netflix has continuously increased subscription fees over the years. The rise in prices of different streaming platforms has made many users reconsider their subscriptions.
Netflix’s decision to keep a tight grip on password sharing has bred further contempt. Many people depended on shared accounts to save money, but the company has now introduced paid sharing, which has resulted in many subscribers cancelling.
Content concerns have also played a role. Some users think the platform’s original TV series is not as appealing as they used to be and the best-performing shows are not as promoted as they used to be. The cancellations of top-hit series have also been frustrating. On the other side, other platforms are still pouring money into popular franchises to captivate the audience.
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The way people watch television these days has changed drastically. After the Covid pandemic, people have been spending less time streaming shows due to fewer restrictions to stay at home. This shift has greatly influenced the increase of subscribers. Millions of subscriptions are no longer there as people resumed work post-COVID.
To combat this issue, Netflix has revised its plans and introduced cheaper plans. For mobile devices, it starts from Rs. 149 per month, which for any device, it starts at Rs.199 per month. This plan is set to bring in people who are more inclined towards saving money. The firm is also investing in new original series from different categories.
Even after losing subscribers, Netflix continues to have a stronghold in the streaming business. The popularity of “Stranger Things” is one of the reasons why people continue watching it. The organization pays close attention to changes in the market and continues to strive to beat the other companies in the business.
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Starting from 2025, the OTT platform has stopped giving official updates on their subscriber counts. Despite there’s no news of the platform losing any significant chunk of subscribers in the latest months, 2026 will be tough for Netflix for increasing competition.
The rapid rise of other OTT platforms such as Disney+, Amazon Prime Video, HBO Max, and strong regional players makes the battle tougher to gain viewer attention and subscription spending. These new platforms invest heavily in blockbuster franchises, local-language originals, and bundled pricing models to challenge the crown of Netflix in the streaming world.
In 2026 as well, Netflix may struggle to attract the attention of price-sensitive users. Cheaper OTT offerings will keep gaining traction. Additionally, evolving viewer preferences, shorter attention spans, and demand for high-quality, event-driven content may push Netflix to rethink its content and release strategies.
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Why did Netflix lose subscribers for the first time in years?
Ans: Netflix has seen a drop in its subscriber numbers stemming from price hikes, fierce competition, and restrictions in sharing passwords.
How did the password-sharing crackdown affect Netflix users?
Ans: The enforcement of the policy caused a lot of users who depended on shared accounts to stop their subscriptions, which resulted into a downfall for Netflix.
Is competition from other OTT platforms impacting Netflix’s growth?
Ans: That's indeed a reason. The rise of Disney+, Amazon Prime Video, and HBO Max are pulling in customers by offering exclusive franchises and pricing that is difficult to beat.
What steps is Netflix taking to regain subscribers?
Ans: To stop the decline in subscriber numbers, Netflix has brought lower-priced plans, ad-supported options, and boosted investments in original and local content .
Will Netflix face more challenges in 2026?
Ans: Pricing pressure, more powerful OTT rivals, and less stable viewer preferences are among the most prominent factors that will keep troubling Netflix in 2026.