Netflix is under fire after releasing its film “Cuties” full of twerking preteens in sexualized outfits. Now the streaming giants are seeing a surge in U.S. subscription cancellations over the weekend, according to research company YipitData.

On Saturday, Sept. 12, Netflix’s cancellation rate in the U.S. jumped to nearly eight times higher than the average daily levels recorded in August 2020 — reaching a multiyear high, the data-analytics provider told Variety. With the #CancelNetflix hashtag continuing to trend on social media, it is possible elevated churn could continue in the coming days, according to the firm.

Netflix doesn’t release subscriber cancellation data and so the YipItData study is based on estimates and other secondary methods of divining Netflix’s internal figures.

YipItData didn’t provide estimates on the actual number of customers who have canceled, according to Variety.

Netflix reported that it had 193 million paying subscribers worldwide at the end of the second quarter in June.

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