Netflix has effectively transformed its business model from physical DVDs to a leading digital OTT platform over 27 years. To retain over 200 million paid users, it employs clever UX design principles, such as a cancel anytime policy that minimizes the perception of commitment. The design makes it less straightforward to unsubscribe, featuring multiple clicks and promoting alternative options like downgrading or pausing subscriptions. This thoughtful architecture not only keeps traditional customers engaged but also attracts new ones, illustrating the power of user experience in subscription-based services.
The cancel anytime policy makes Netflix look less of a subscription, and more of a one-time purchase with a low level of financial commitment.
The more clicks involved in unsubscribing, the more chances of users deciding to stay or to delay canceling their subscriptions.
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