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A recent survey has revealed that for half of India’s digital users, cancelling an OTT or app subscription is not as easy as signing up.
According to data collected by community platform LocalCircles, 50% of respondents said they have frequently had difficulty cancelling subscriptions to digital services. In most cases, either the cancellation option was not available at all, or it was hidden so deep within the app or website that users struggled to find it.
The survey gathered over 95,000 responses from users across 353 districts. It exposes a pattern of deceptive design choices being used by platforms to make unsubscribing difficult.
Source: LocalCircles
These tricks, referred to as “dark patterns,” are now drawing growing criticism from both users and regulators.
SUBSCRIPTION TRAPS KEEP USERS LOCKED IN
One of the most common dark patterns identified in the report is the subscription trap. This is when users are nudged into signing up for services, sometimes even through free trials, but are later prevented from leaving easily.
The option to unsubscribe is either missing or made difficult to locate, forcing users to remain subscribed longer than they intended. Many users reported being charged repeatedly because they simply couldn’t find where to cancel.
FORCED ACTIONS AND EXTRA STEPS
Another dark pattern is forced action.
In this case, users are required to complete actions that are not necessary to use the service, such as installing additional apps or sharing more personal information than needed.
These steps are often presented as mandatory, even though they are not. Users said they felt manipulated into doing things just to access content they already paid for.
HIDDEN COSTS AND DRIP PRICING
Drip pricing is also widespread. According to the survey, 53% of users were not told about extra rental charges upfront when subscribing to OTT services.
Instead, these costs appeared only at the final stage of payment. This lack of transparency makes it difficult for users to understand the total cost before committing, leading to unpleasant surprises on their bills.
INTERFACE TRICKS TO CONFUSE USERS
Interface interference is another method platforms use to confuse or mislead users.
The design of the interface may include pre-checked boxes, misleading colour cues, or tricky navigation meant to distract or misguide users.
A large 86% of users surveyed said they had encountered such design tricks that made it difficult to decline offers, opt out of trials, or find the cancellation route.
The bait and switch pattern involves promoting one offer or service but delivering something else after the user signs up. A common example is advertising an ad-free experience, but then still showing ads unless the user pays extra. This leads to a feeling of being misled, with users having little recourse after the switch has already happened.
CHARGED EVEN AFTER CANCELLATION
Finally, SaaS billing refers to platforms charging users even after they’ve cancelled a subscription. The survey found that 24% of users were charged post-cancellation, sometimes without warning or explanation. This can be especially frustrating when users assume they have ended their subscription but still find money being debited from their accounts.
While these design tactics may benefit platforms in the short term, they are eroding consumer trust.
Many users have started comparing OTT platforms to traditional cable TV, arguing that they now offer less flexibility, more ads, and confusing billing structures. Several consumers also said they were unable to get support or clarity when trying to resolve issues.
In November 2023, the Central Consumer Protection Authority issued an advisory warning platforms against using dark patterns. They were given three months to clean up their user interfaces.
However, the new LocalCircles survey shows that many platforms have not made meaningful changes, and deceptive design choices remain in place.
