The Resist & Unsubscribe Movement: Why Millions Are Canceling Subscriptions in 2026

Published February 14, 2026 · 6 min read

Something interesting is happening in 2026: people are finally fed up with subscriptions.

What started as scattered frustration has become a full-blown movement. #QuitGPT went viral with over 36 million views on Instagram. Professor Scott Galloway's "Resist and Unsubscribe" campaign is urging consumers to pause payments to major tech platforms. And everyday people are waking up to just how much money is quietly draining from their bank accounts every month.

The Numbers Are Staggering

The average American now has 12 active subscriptions, spending over $200/month — that's $2,400/year. But here's the kicker: studies show most people underestimate their subscription spending by 2-3x.

That means you probably think you're spending $80/month on subscriptions. The real number? Closer to $200.

Why Now?

Several forces are converging:

• Subscription fatigue — everything requires a monthly fee now, from software to cars to social media
• Political backlash — people using their wallets to protest tech company practices
• Economic pressure — inflation has people scrutinizing every dollar
• Dark patterns — companies making it deliberately hard to cancel, which breeds resentment
• The FTC's Click-to-Cancel rule — new regulations requiring companies to make cancellation as easy as signup

The #QuitGPT Effect

The #QuitGPT campaign became the spark. Over 17,000 people signed up to cancel their ChatGPT subscriptions. An Instagram post about it hit 36 million views and 1.3 million likes.

But it's bigger than ChatGPT. People are using this moment to audit all their subscriptions. The mindset shift: "If I'm canceling one thing, what else am I paying for that I don't need?"

How to Join: A 5-Minute Subscription Audit

You don't need to join a movement to benefit from one. Here's how to find every subscription you're paying for:

1. Download 3 months of bank/credit card statements — here's how for every major bank
2. Upload them to JustCancel — it scans in under 90 seconds
3. Review your full list — you'll probably find 3-5 subscriptions you forgot about
4. Cancel what you don't need — we provide direct cancel links for 1,100+ services

Average savings: $312/year. Time investment: 5 minutes.

The Hardest Ones to Cancel

Not all cancellations are created equal. Some companies make it intentionally painful:

• Planet Fitness — requires certified mail or in-person visit
• SiriusXM — forces a phone call with aggressive retention
• Adobe Creative Cloud — early termination fees up to 50% of remaining contract
• NYT — chat-only cancellation with multiple retention offers
• LA Fitness — certified mail only, 45 days to process

See our full Dark Patterns Hall of Shame for 15 companies ranked by cancel difficulty.

What the FTC Is Doing About It

The FTC's Click-to-Cancel rule will require companies to make cancellation as simple as the signup process. No more calling a phone number to cancel something you signed up for online. No more certified mail for a gym membership you bought with a tap.

Until that rule takes full effect, you'll need to navigate each company's process individually — or use a tool like JustCancel that has step-by-step guides for 1,100+ services.

Make It a Habit

The movement is a great catalyst, but the real win is making subscription audits a regular habit. Set a reminder to check every 3 months. Your future self (and your bank account) will thank you.