Dark patterns on streaming platforms: 79% of OTT users face them

India’s streaming landscape is booming, giving viewers more choices than ever before. However, a recent survey by LocalCircles revealed that almost eight out of ten streaming users have encountered what are being labeled as “dark patterns.” These patterns include hidden cancellation options, surprise charges, misleading subscription offers, and persistent upgrade prompts.

As the OTT industry in India matures, with a reported 601 million viewers in 2025, the focus is shifting towards monetization through subscription models and advertising. This shift has led to concerns about user interface designs that may influence users to make purchases or make canceling subscriptions more challenging.

The survey, which collected over 118,000 responses from users across various regions, highlighted several key issues. Firstly, many users reported difficulty in canceling subscriptions, with 60% of respondents citing unavailable or hidden cancellation options. Additionally, 40% of users claimed to continue being charged even after canceling their subscriptions, termed as a SaaS billing dark pattern.

Unexpected charges were also a common complaint, with 72% of users stating that they discovered additional rental fees for certain content only after subscribing. This practice is known as “bait and switch.” Moreover, 65% of respondents encountered additional fees, such as taxes and convenience charges, at the final payment stage, a tactic referred to as drip pricing.

Subscription traps, where cancellation or decline options are hard to find or less prominent than subscription buttons, were reported by 65% of respondents. Furthermore, 43% of users claimed that logging back into a platform automatically restarted their subscription after canceling.

The most prevalent issue reported was repeated prompts to upgrade or subscribe, even after declining, with 77% of users stating they experienced this behavior regularly.

Interestingly, these complaints were not limited to one streaming service but were reported across platforms like ZEE5, SonyLIV, Amazon Prime Video, and others, both domestic and international. Even during the recent FIFA World Cup streaming period, complaints against ZEE5 included automatic enrollment, misleading subscription disclosures, unexpected charges, and difficulties in obtaining refunds.

Despite guidelines issued by the Central Consumer Protection Authority in 2023, prohibiting deceptive online practices, LocalCircles has written to the Ministry of Information and Broadcasting and the CCPA, calling for stricter enforcement of existing rules.

As the streaming market in India evolves, transparency, simplified subscription processes, and enhanced consumer protections are becoming as crucial as the content itself in retaining viewers. So, next time you’re browsing your favorite streaming platform, keep an eye out for those hidden strings attached!