What: The Netflix share decrease might not be only contextual, but the reflect of a broader downwards trend.

Why it is important: Subscription services and paying loyalty programmes might be the first initiatives to be hard hit if customer behaviour changes were spreading across the economy as suggested by the Financial Times.

Netflix saw its share price drop more than 35% after it reported a fall in subscriber numbers for the first time in a decade. Many analysts think that this is a sign that the subscription economy might be in for a contraction in the coming months or year.

For them, inflation puts pressure on consumers, who in turn evaluate their least valued purchases and get rid of non-essential spending. Such a reasoning is fuelled with the decrease in sales in fast fashion brands (Asos, H&M), food delivery, services and other industries.

However, customers are still able to make clear choices: for instance, the travel industry does not see any signs of slump so far, however all economic players remain on their guards watching the inflation numbers going high and wondering what it might mean in terms of new customer behaviour.

Great cancellation spreads beyond Netflix