If the subscription was started through Google Play, it must be cancelled through Google Play, not through LG.

1. While in the Google Play app, click on your Google Account logo (circle icon) on the top right corner of the Google Play screen.  This will open your Google Account management screen.

2. Select "Payments & Subscriptions"

3. Select "Subscriptions"

4. All of your active "Google Play" app subscriptions will list on screen.  Select the app subscription you would like to cancel and follow the on-screen instructions.

Notes

LG cannot cancel it because LG is not handling the billing. For purchases made directly on your Google TV device or Google Play Store, Google manages all subscriptions, credit card transactions, and personal payment information. Google respects users data privacy, and as such, PlayNowMedia has no access to your financial data or purchase information.  All purchases made through Google must be cancelled through your Google Play account. All refund requests must also be managed through Google. PlayNowMedia can only process subscription cancellation and refund requests for subscriptions purchased directly on the app website (example:  povhorror.com or wickedhorrortv.com).

If you signed up directly through LG

Cancel a Subscription on an LG Smart TV (LG Content Store Billing)

Method 1 – Through LG Content Store (on the TV)

1. Press the Home button on the LG remote.
2. Open the LG Content Store.
3. Select your Profile / Account icon (usually top right).
4. Go to My Page or Account Management.
5. Select Purchase History or Subscriptions.
6. Locate the active subscription.
7. Select it and choose Cancel.