They, Netflix, are apparently projecting that they will lose another 2 million subscribers this quarter. So, it appears to be a trend. And I think it started when they raised their monthly subscription fee. This is speculation, but I think a lot of people kept Netflix because it was nice to have if they put out something you wanted to watch and it's kind of the old stand by in streaming services. But, there is a number at which people will get rid of it and won't just keep it around just because. They seem to have found that number. So, I think their either need to produce more good content to make it worth it to pay that new higher fee or they need to revert the fee back to lower.
However, I have read that the new trend for streaming services will be to offer ad based services with limited ads for a lower monthly cost. I know Hulu has been doing this for awhile and I think HBO Max added that tier recently, but it appears to be expanding and what Netflix is planning to do. This is not a good trend for consumers. It appears that the streaming services want to revert back to the 50s, 60s, 70s, and 80s when TV was all weekly episodes and paid for by advertising. Except now they want us to pay a monthly subscription to multiple services and to an ISP in order to see their ads and weekly content drops.