Half of Indian Users Struggle to Cancel OTT Subscriptions
Survey finds 50% of Indian users face trouble cancelling OTT and app services due to hidden options, extra steps, and misleading design tricks.
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A recent LocalCircles survey reveals that half of India’s online subscribers face hurdles when trying to cancel over-the-top (OTT) or app services.
The survey, which collected more than 95,000 responses from users across 353 districts, shows that 50 percent of respondents encountered hidden or missing cancellation options on service interfaces.
Researchers identified multiple deceptive design practices, known as dark patterns, aimed at trapping users in unwanted subscriptions. Users report that free trials and subscription sign-up flows bury or omit unsubscribe links. Many customers said they were automatically charged after trial periods because they could not locate cancellation controls.
The survey also flags mandatory tasks unrelated to service usage, such as installing extra applications or sharing personal details. Users described these steps as coercive barriers to content they had already paid for.
More than half of participants (53 per cent) said platforms did not disclose additional rental or usage fees until the payment page. This drip pricing model prevents clear cost comparisons before subscription.
Pre-selected checkboxes, misleading color cues and convoluted menu paths trick users into retaining services. According to the survey, 86 per cent of online users encountered these interface tactics when attempting to opt out. Consumers describe bait-and-switch offers, where platforms advertise ad-free viewing but continue to run advertisements unless extra fees are paid.
Nearly one in four respondents said they were billed after canceling a service, often without alert or explanation.
The Central Consumer Protection Authority issued an advisory in November 2023, giving platforms three months to remove dark patterns. Yet the latest data shows many services have not complied.
Digital subscribers are comparing OTT platforms unfavorably to traditional cable, citing limited flexibility and opaque billing. Consumer advocates are calling for stricter enforcement of transparency rules.
