I wonder what percentage of users pay for monthly service and don't use it even once? And do this for many months? I'm sure these services absolutely love that.
In the "olden' times" it was cheap enough to set it and forget it. But the prices increase (seems like year after year now) prices will keep going up unless/until enough people start dropping service.
The services try to do sneaky things, like offer a discounted annual plan. People who pay month to month tend to pay a higher price.