> Many people give money to ensure that a service is available when they need it.

Netflix, as a service, takes ~10 minutes to set up. This might be the case for a software suite like CC, where you might need to download a massive amount of data, or other software where you pay annually or enter into some kind of contract, but Netflix is strictly monthly and easy to sign up for by design.

That is mostly, but not entirely true. If one's Netflix account is deactivated for more than 10 months, they lose their history, preferences and personalized results.

When I did have Netflix, the history/preference/personalized results were a detriment to my experience, as Netflix would intentionally make it harder to find what you wanted to watch and jumble things around constantly to make their content library seem bigger than it was.

I assume that ~99% of Netflix's users have no idea that this is the case.

Netflix also has use-cases where it's much more difficult to sign up. For example, someone who watches Netflix on a game console (Xbox, Switch, etc) might only occasionally watch it, and also have a much longer sign-up process (not only the flow, but also dealing with console keyboard, not having a password manager, etc). Ditto for people who use other hardware like Chromecasts and such and may not have a dedicated "computer" where it's quick to just sign up from when they find they've been downgraded.

I also run a business designed to be used in the moment when an author is struck with inspiration. It takes less than a minute to upgrade or downgrade (and some users choose to only upgrade for hours at a time each month with no penalty, aka a month of subscription time sometimes lasts a full year), but when I experimented with automatic downgrades to those who hadn't signed in all month I got complaints that they "weren't able to just log in and use the service they paid for".

Could just be a notice thing (improving messaging to more reliably let users know they've been downgraded), an option (letting users opt-in/out of automatic downgrading), or have other solutions (maybe refunding instead of downgrading?), but it does seem that at least some users like to feel like they're paying for something to be "at their fingertips" when they need it.

I’m Netflix’s case, aren’t they notifying the inactive users first, telling them that they’ll be canceled unless they request otherwise?

That seems like the right way to go.