diff --git a/homeassistant/components/unifiprotect/data.py b/homeassistant/components/unifiprotect/data.py
index 9e0783a99b1..d4140759a7b 100644
--- a/homeassistant/components/unifiprotect/data.py
+++ b/homeassistant/components/unifiprotect/data.py
@@ -72,6 +72,7 @@ class ProtectData:
         self._pending_camera_ids: set[str] = set()
         self._unsub_interval: CALLBACK_TYPE | None = None
         self._unsub_websocket: CALLBACK_TYPE | None = None
+        self._auth_failures = 0
 
         self.last_update_success = False
         self.api = protect
@@ -117,9 +118,13 @@ class ProtectData:
         try:
             updates = await self.api.update(force=force)
         except NotAuthorized:
-            await self.async_stop()
-            _LOGGER.exception("Reauthentication required")
-            self._entry.async_start_reauth(self._hass)
+            if self._auth_failures < 10:
+                _LOGGER.exception("Auth error while updating")
+                self._auth_failures += 1
+            else:
+                await self.async_stop()
+                _LOGGER.exception("Reauthentication required")
+                self._entry.async_start_reauth(self._hass)
             self.last_update_success = False
         except ClientError:
             if self.last_update_success:
@@ -129,6 +134,7 @@ class ProtectData:
             self._async_process_updates(self.api.bootstrap)
         else:
             self.last_update_success = True
+            self._auth_failures = 0
             self._async_process_updates(updates)
 
     @callback
diff --git a/tests/components/unifiprotect/test_init.py b/tests/components/unifiprotect/test_init.py
index f6f0645df18..9392caa30ac 100644
--- a/tests/components/unifiprotect/test_init.py
+++ b/tests/components/unifiprotect/test_init.py
@@ -9,14 +9,18 @@ import aiohttp
 from pyunifiprotect import NotAuthorized, NvrError, ProtectApiClient
 from pyunifiprotect.data import NVR, Bootstrap, Light
 
-from homeassistant.components.unifiprotect.const import CONF_DISABLE_RTSP, DOMAIN
+from homeassistant.components.unifiprotect.const import (
+    CONF_DISABLE_RTSP,
+    DEFAULT_SCAN_INTERVAL,
+    DOMAIN,
+)
 from homeassistant.config_entries import ConfigEntry, ConfigEntryState
 from homeassistant.core import HomeAssistant
 from homeassistant.helpers import device_registry as dr, entity_registry as er
 from homeassistant.setup import async_setup_component
 
 from . import _patch_discovery
-from .utils import MockUFPFixture, init_entry
+from .utils import MockUFPFixture, init_entry, time_changed
 
 from tests.common import MockConfigEntry
 
@@ -145,12 +149,23 @@ async def test_setup_failed_update(hass: HomeAssistant, ufp: MockUFPFixture):
 async def test_setup_failed_update_reauth(hass: HomeAssistant, ufp: MockUFPFixture):
     """Test setup of unifiprotect entry with update that gives unauthroized error."""
 
-    ufp.api.update = AsyncMock(side_effect=NotAuthorized)
-
     await hass.config_entries.async_setup(ufp.entry.entry_id)
     await hass.async_block_till_done()
-    assert ufp.entry.state == ConfigEntryState.SETUP_RETRY
-    assert ufp.api.update.called
+    assert ufp.entry.state == ConfigEntryState.LOADED
+
+    # reauth should not be triggered until there are 10 auth failures in a row
+    # to verify it is not transient
+    ufp.api.update = AsyncMock(side_effect=NotAuthorized)
+    for _ in range(10):
+        await time_changed(hass, DEFAULT_SCAN_INTERVAL)
+        assert len(hass.config_entries.flow._progress) == 0
+
+    assert ufp.api.update.call_count == 10
+    assert ufp.entry.state == ConfigEntryState.LOADED
+
+    await time_changed(hass, DEFAULT_SCAN_INTERVAL)
+    assert ufp.api.update.call_count == 11
+    assert len(hass.config_entries.flow._progress) == 1
 
 
 async def test_setup_failed_error(hass: HomeAssistant, ufp: MockUFPFixture):