Australians cancelled more than one million streaming subscriptions in the September quarter as households cut back spending amid rising inflation and higher housing costs, according to market research company Kantar.

The research, based on surveying a panel of 10,000 Australians each quarter, found that younger viewers were the most likely to cancel a streaming service, a troubling sign for a crowded category that continues to add new entrants such as AMC+ which launched in Australia last month.