Netflix, for instance, eliminated new sign-ups for its cheapest ad-free plan last year, but is only just beginning to funnel existing users off the tier. A sober cost-benefit analysis is necessary in these situations: How much of that audience will be lost if forced off their current plan, versus upgraded to either a more expensive plan or a more lucrative ad-supported tier?

For Netflix, it’s likely that the majority of the users at stake will be retained. But the same cannot be said for Peacock, which has its own backlog of legacy users — and a much larger one, proportionally speaking.

Per exclusive results from the latest quarterly streaming survey by HarrisX, fully a third of Peacock users were still on the service’s free tier as of Q1, even though new sign-ups for the no-cost plan were shut off over a year ago.

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