Subscriptions to streaming services have become a new trend. This is confirmed by the latest figures from a Bango survey focusing on the US and UK markets. These figures show that SVOD usage has absolute dominance across the subscription market, overtaking music, gaming and AI usage.
The average American consumer has a total of 5.2 subscriptions worth $69 per month, or $830 per year. In the UK, the figure is slightly higher, at over $1,000. Video streaming is among the most widely used services, with 55% of respondents subscribing. Retail subscriptions come in second place (46%), followed by music (28%) and gaming (12%). Sports SVOD, like social media subscriptions, is used by 11% of users, whilst on average one in ten pays for AI or news websites.
The survey also reveals that budgets for individual services are already becoming quite tight. More than one in five Americans (23%) say they spend more on subscriptions than they can afford, with this figure almost doubling to 41% among Generation Z. This also suggests that an increasing number of people are turning to cheaper subscriptions with adverts. A full 36% of respondents say they would welcome more adverts if it meant saving money on their subscription. In contrast, similar data from 2024 showed that 78% of respondents were against adverts in subscriptions.
It may come as a surprise that the younger generation is even more tolerant of adverts than older consumers. Specifically, almost half of Generation Y (46%) and Generation Z (49%) say they would watch twice as many adverts in exchange for lower prices.
Bundling is popular in streaming
If we were to look more closely at who is the undisputed king of bundling, it would be HBO Max. According to an analysis by Ampere, this platform is the most frequently included streaming service in bundles across 20 major international markets. The largest markets for HBO Max bundles are Brazil, the United States and Poland.
Source: mediaguru.cz