The great Netflix breakup: Top 10 US states leaving Netflix behind

Dive into the reasons behind the trend of Netflix cancellations across the US.

Once upon a time, Netflix emerged as the victorious champion against Blockbuster in the epic battle for movie supremacy. But now, the streaming giant faces an unforeseen challenge - its own customers. Let's embark on a data-driven adventure to uncover the secrets behind Netflix's growing cancellation rates and the factors influencing this exodus.

Xfire dove deep into the data oceans of Google Trends and churn rates, to reveal how the winds of change are sweeping across Netflix's subscriber base.

Our method

To gather this data, we used Google Trends data for each state to identify the relative interest in the search term "cancel Netflix" over the past three months. This allowed us to estimate the interest level in canceling Netflix for each state, which we then adjusted based on each state's population to get an estimate of the number of such searches per 100K people.

By analyzing the search volume for "cancel Netflix" in each state, we were able to estimate the number of searches and adjust for population to get a more accurate estimate of the interest level in "canceling Netflix" in each state and therefore, which states are likely to be in fact cancelling Netflix at a greater rate than others.


A heat map showing the average number of "cancel Netflix" searches per 100K population of each state. A higher number means people in the state are more likely to cancel Netflix.
A heat map showing the average number of "cancel Netflix" searches per 100K population of each state. A higher number means people in the state are more likely to cancel Netflix.

The data we gathered showed that the following states had the highest intent to cancel Netflix:

  • California
  • Texas
  • Florida
  • New York
  • Illinois
  • Ohio
  • Georgia
  • Michigan
  • North Carolina
  • Pennsylvania
  • Washington

Conversely, these states showing the lowest intent to cancel Netflix:

  • Vermont
  • Wyoming
  • North Dakota
  • Alaska
  • South Dakota
  • Delaware
  • Rhode Island
  • Montana
  • District of Columbia
  • New Hampshire


Bar chart showing which states showed the highest intent to cancel Netflix.
These states showed the highest intent to cancel Netflix.

High cost of living and alternative entertainment options in states like California, Washington, and New York could contribute to the high cancellation rates. People in these states have access to outdoor activities and vibrant nightlife, reducing their reliance on streaming services.

Tech-savvy populations in the top 10 states are more likely to adopt new technology and trends. This could result in increased competition among streaming services, leading to a higher churn rate for platforms like Netflix.

Lower income levels in states such as Mississippi and Louisiana may play a role in fewer searches for "cancel Netflix." People in these states may prioritize other necessities over streaming services or not subscribe to Netflix at all.

Limited access to reliable internet and prioritization of other expenses in lower-income brackets could contribute to the reduced search rates for "cancel Netflix" in certain states.

Conclusion and Overall Findings

The trends observed in the data suggest that economic, demographic, and lifestyle factors all play a significant role in shaping people's decisions to cancel or continue using Netflix.

By understanding these intricacies, streaming services like Netflix can adapt their strategies to cater to diverse customer needs and preferences in different regions. Addressing these challenges could help Netflix and other similar platforms enhance retention rates and sustain their market position in the ever-evolving world of digital entertainment.

Caleb Sama

I'm just your average Joe Schmo with a love for films and a knack for writing. I can tell you all about the latest blockbusters and indie flicks, but I'll also sneak in some obscure references and dad jokes that will make you groan and roll your eyes. My reviews are like a box of chocolates - you never know what you're gonna get, but you'll probably want more. Link up with Caleb on Steam.