Software & SaaS · 53 figures

Subscription Economy Statistics 2026

US subscription spending rose 7.7% year over year in July 2026, faster than overall card spending, according to Bank of America payments data. Apple says its App Store ecosystem handled $149 billion in digital goods and services billings in 2025, and the UK government estimates that 9.7 million of 155 million active UK subscriptions are unwanted, costing consumers £1.6 billion a year.

Download CSV Cite this pageUpdated November 4, 2026 · 19 sources · 57/57 quotes re-checked

7.7%US subscription spending rose 7.7% year over year in July 2026, faster than overall card spending, based on Bank of America payments data.Bank of America Institute
43%Entertainment and retail memberships made up about 43% of US household subscription spending in 2026, up from 41% in the two prior years.Bank of America Institute
52%52% of consumers canceled at least one subscription in the past year because they did not use it, according to Recurly's 2026 report.Recurly
55%55% of cancellations of 3-day free trials in subscription apps happen on the day the trial starts, according to RevenueCat's 2026 data.RevenueCat
$149 billionDeveloper billings and sales for digital goods and services in Apple's App Store ecosystem totaled $149 billion in 2025.Apple
€4.95Spotify's Premium average revenue per user rose 9% to €4.95 a month in the third quarter of 2026, mostly because of price increases.Spotify Technology S.A.
9.7 millionAn estimated 9.7 million unwanted subscription contracts are active in the UK.UK Department for Business and Trade
100,000The FTC received more than 100,000 complaints about negative option and subscription practices in the five years before March 2026.Federal Trade Commission

This page collects figures on what people pay for subscriptions, how often they cancel, how subscription apps and companies earn money, and what unwanted renewals cost. Most figures cover the United States in 2025 and 2026, with UK government estimates and global app store data where US equivalents do not exist. Every number links to the publisher that produced it, with the exact sentence it appears in.

Subscriptions keep growing faster than the rest of the household budget. Bank of America payments data shows subscription spending up 7.7% year over year in July 2026, with entertainment and retail memberships taking about 43% of the total. Gen Z is adding subscriptions fastest, at nearly 14% growth, but Gen X and older Millennials spend the most, around 40% more than Gen Z.

The money is spread thin and churns quickly. Recurly reports that 52% of consumers canceled at least one subscription in the past year because they did not use it, and that former subscribers now make up nearly 1 in 4 new sign-ups. RevenueCat finds that 55% of 3-day trial cancellations happen on the first day, and that 31% of Google Play cancellations are involuntary billing failures. For buyers, that means the cheapest subscription is often the one you cancel before the trial ends.

At company level, price increases are doing much of the work. Spotify says price increases drove its premium revenue per user up 9% to €4.95 in the third quarter of 2026. Netflix attributes subscription revenue growth to more memberships and higher pricing, with plans ranging from $1 to $37 a month worldwide. The New York Times raised digital-only revenue per user 3.1% to $9.94, and Costco grew membership fee revenue 11% after its fee increase while keeping a 92.3% renewal rate in the US and Canada.

Regulators are now measuring the cost of subscriptions people did not mean to keep. The UK government estimates 9.7 million unwanted subscriptions worth £1.6 billion a year, with free or discounted trials that roll over behind 3.6 million of them. The FTC says it received more than 100,000 complaints about negative option practices over five years and reopened its rulemaking in March 2026.

Household subscription spending

Bank of America card and bank data is the closest thing to a running measure of US subscription outlays. It shows subscriptions growing faster than total spending for two years, led by entertainment and retail memberships and by younger households. Survey data adds the waste: in a 2026 survey commissioned by Self Financial, most respondents paid for at least one subscription they did not use. That survey is small and its averages swing from year to year, so use it for direction rather than as a national estimate.

Share of US household subscription spending by category, 2026

Bank of America payments data, 12-month rolling period to July 2026, US households.

Entertainment and retail43%
Food, fitness and fashion26%
Home services24%
Reading and information7%

Source: Bank of America Institute, Consumers subscribe to more spending

7.7%
US subscription spending rose 7.7% year over year in July 2026, faster than overall card spending, based on Bank of America payments data.
Bank of America Institute · Consumers subscribe to more spending (Sep 2026)
Exact quote
Subscription spending rose 7.7% year-over-year (YoY) in July 2026, outpacing overall card spending growth by more than a percentage point and a half for the past two years, according to Bank of America payments data.
43%
Entertainment and retail memberships made up about 43% of US household subscription spending in 2026, up from 41% in the two prior years.
Bank of America Institute · Consumers subscribe to more spending (Sep 2026)
Exact quote
Entertainment and retail subscriptions made up around 43% of subscription spending in 2026, up slightly from 41% in both in the prior two years.
26%
Food, fitness and fashion subscriptions took 26% of US subscription spending in 2026, and home services took 24%.
Bank of America Institute · Consumers subscribe to more spending (Sep 2026)
Exact quote
Food, fitness and fashion accounted for the next highest share at 26%, while home services trailed closely behind at 24%.
7%
Reading and information subscriptions, which include AI services, were only 7% of US subscription spending in 2026 but the fastest growing category.
Bank of America Institute · Consumers subscribe to more spending (Sep 2026)
Exact quote
Reading and information made up the smallest share of subscription spending, at only 7%, though the category is currently growing rapidly.
14%
Gen Z households increased subscription spending by nearly 14% year over year in July 2026, the fastest of any US generation.
Bank of America Institute · Consumers subscribe to more spending (Sep 2026)
Exact quote
Bank of America payments data shows Gen Z posted the fastest subscription spending growth at nearly 14% YoY in July.
40%
Gen X and older Millennial households spent around 40% more on subscriptions than Gen Z households in the year to July 2026.
Bank of America Institute · Consumers subscribe to more spending (Sep 2026)
Exact quote
Both groups spent around 40% more on subscriptions than Gen Z in the past year.
61%
Spending on reading and information subscriptions, including AI tools, rose 61% year over year among Gen Z and 51% among younger Millennials in 2026.
Bank of America Institute · Consumers subscribe to more spending (Sep 2026)
Exact quote
Although this category accounts for the lowest share of subscription spending, outlays on these services (which include AI-related offerings) posted the fastest growth across generations, with particularly strong gains among Gen Z and younger Millennials, up 61% and 51% YoY, respectively.
59.9%
59.9% of US respondents had at least one paid subscription going unused each month in 2026, an average of 2.6 unused subscriptions each, in a survey of 1,272 people commissioned by Self Financial.
Self Financial · The Cost of Unused Paid Subscriptions 2026 (2026)
Exact quote
59.9% of respondents admitted they had a paid subscription going unused each month – at an average of 2.6 subscriptions not being used.
$26.79
Unused paid subscriptions were worth $26.79 a month on average in the 2026 Self Financial survey, up from $10.57 in 2025.
Self Financial · The Cost of Unused Paid Subscriptions 2026 (2026)
Exact quote
The monthly average value of unused paid subscriptions is $26.79 – an increase from $10.57 in 2025 but a decrease from $32.84 in 2024.
3.4
Respondents to the 2026 Self Financial survey held 3.4 active paid subscriptions on average, up from 2.8 in 2025.
Self Financial · The Cost of Unused Paid Subscriptions 2026 (2026)
Exact quote
The average respondent has 3.4 active paid subscriptions – up from 2.8 in 2025 , but still down from 4.4 in 2023 .

Churn, cancellations and win-backs

Cancellation is now a routine part of how people manage subscription costs. Recurly's merchant data shows overall subscription growth slowing while returning customers make up a larger share of sign-ups, which means many subscribers cycle in and out rather than staying or leaving for good. Deloitte's survey data shows the same pattern for video streaming. RevenueCat's app data adds that a large share of cancellations are failed payments rather than choices, a cost both sides would rather avoid.

52%
52% of consumers canceled at least one subscription in the past year because they did not use it, according to Recurly's 2026 report.
Recurly · State of Subscriptions 2026: Benchmarks & Insights (2026)
Exact quote
Churn risks remain high, with 52% of consumers canceling at least one subscription in the past year due to lack of use.
12.6%
Overall subscription growth across Recurly merchants slowed to 12.6% in its 2026 report, with acquisition rates around 3%.
Recurly · State of Subscriptions 2026: Benchmarks & Insights (2026)
Exact quote
With acquisition rates stabilizing around 3% and overall subscription growth slowing to 12.6%, the primary lever for growth has shifted: Former subscribers drive nearly 1 in 4 new sign-ups, making win-back campaigns a critical growth lever.
337%
Merchants that offered a pause option before cancellation saw pause usage rise 337% year over year, based on Recurly data covering 76 million subscribers.
Recurly · State of Subscriptions 2026: Benchmarks & Insights (2026)
Exact quote
Subscribers demand control, and merchants who provide it are seeing massive returns: Merchants offering "pause before cancel" options saw pause usage skyrocket by 337% year-over-year.
50-60%
Annual plans bring in 50 to 60% more revenue per user than monthly plans, according to Recurly's 2026 benchmarks.
Recurly · State of Subscriptions 2026: Benchmarks & Insights (2026)
Exact quote
Optimize your plan mix (annual plans generate 50-60% higher revenue per user while monthly plans offer flexibility and higher recoverability).
41%
41% of US consumers had canceled a paid streaming video service in the previous six months, in Deloitte's fall 2025 survey.
Deloitte · 2026 Digital Media Trends (Mar 2026)
Exact quote
41% – Consumers who have cancelled an SVOD service (churned) in the last six months
47%
47% of US consumers surveyed in late 2024 said they pay too much for the streaming services they use.
Deloitte · 2025 Digital Media Trends (Mar 2025)
Exact quote
At the same time, roughly half (47%) of consumers say they pay too much for the streaming services they use, suggesting there is an imbalance between cost and perceived value.
55%
55% of cancellations of 3-day free trials in subscription apps happen on the day the trial starts, according to RevenueCat's 2026 data.
RevenueCat · State of Subscription Apps 2026 (2026)
Exact quote
55% The window to win a user is closing: 55% of all 3-day trial cancellations happen on Day 0.
31%
Nearly a third (31%) of subscription cancellations on Google Play are involuntary billing failures, compared with 14% on Apple's App Store.
RevenueCat · State of Subscription Apps 2026 (2026)
Exact quote
31% Google Play's billion-dollar leak: Nearly a third of all subscription cancellations on Google Play are involuntary billing failures — more than double the rate on the App Store (14%).
41%
AI-powered subscription apps earn 41% more revenue per payer than other apps but lose subscribers 30% faster.
RevenueCat · State of Subscription Apps 2026 (2026)
Exact quote
AI-powered apps generate 41% more revenue per customer but people churn 30% faster.
1.5%
SiriusXM's average self-pay monthly churn rate was 1.5% in the third quarter of 2026, down from 1.6% a year earlier.
Sirius XM Holdings · Form 10-Q, quarter ended September 30, 2026 (Oct 2026)
Exact quote
For the three months ended September 30, 2026 and 2025, our average self-pay monthly churn rate was 1.5% and 1.6%, respectively.

App store and subscription app economics

App stores are the checkout for a large share of consumer subscriptions. Apple's commissioned study puts digital goods and services billings at $149 billion in 2025, a small slice of the $1.4 trillion its ecosystem handled once physical goods and ads are included. RevenueCat's data on more than 115,000 apps shows how uneven the economics are: the median app grows slowly while a small group takes most of the gains. Apple's figures come from a study it paid for, and RevenueCat's cover only apps that use its billing software.

Median first-year revenue per paying subscriber by developer region ($)

Median realized lifetime value per payer after year one, apps using RevenueCat, 2026 report.

$32

$25

$23

$14

North AmericaWestern EuropeGlobal medianIndia and Southeast Asia

Source: RevenueCat, State of Subscription Apps 2026

$149 billion
Developer billings and sales for digital goods and services in Apple's App Store ecosystem totaled $149 billion in 2025.
Apple · App Store ecosystem reaches record $1.4 trillion as developers continue to thrive globally (Jun 2026)
Exact quote
Developer billings and sales for digital goods and services totaled $149 billion, driven by games, enterprise apps, and video streaming apps.
$1.4 trillion
Apple's App Store ecosystem facilitated over $1.4 trillion in developer billings and sales in 2025, including physical goods and services, according to a study by Analysis Group.
Apple · App Store ecosystem reaches record $1.4 trillion as developers continue to thrive globally (Jun 2026)
Exact quote
Apple today announced the global App Store ecosystem facilitated over $1.4 trillion in developer billings and sales in 2025, according to a new study by economists at Analysis Group.
90 percent
Developers paid no commission to Apple on more than 90% of the billings and sales facilitated by the App Store ecosystem in 2025.
Apple · App Store ecosystem reaches record $1.4 trillion as developers continue to thrive globally (Jun 2026)
Exact quote
For more than 90 percent of the billings and sales facilitated by the App Store ecosystem, developers did not pay any commission to Apple.
850 million
The App Store averaged over 850 million weekly users across 175 countries and regions in 2025.
Apple · App Store ecosystem reaches record $1.4 trillion as developers continue to thrive globally (Jun 2026)
Exact quote
The App Store saw over 850 million average weekly users spanning 175 countries and regions, helping developers grow their businesses and reach new customers around the world with the click of a button.
$16 billion
RevenueCat's 2026 report covers over 115,000 subscription apps representing more than $16 billion in revenue.
RevenueCat · State of Subscription Apps 2026 (2026)
Exact quote
We built SOSA 2026 from over 115,000 apps, $16 billion in revenue, and more than a billion transactions.
5.3%
The median subscription app grew monthly recurring revenue 5.3% year over year, while the top 10% grew 306% or more.
RevenueCat · State of Subscription Apps 2026 (2026)
Exact quote
The median app grew monthly recurring revenue (MRR) 5.3% year-on-year, but top-decile apps grew 306%+, while the bottom decile contracted sharply.
$23
The median subscription app earns $23 per paying user in its first year worldwide, and $32 for apps from North American developers.
RevenueCat · State of Subscription Apps 2026 (2026)
Exact quote
Monetization strength varies materially by developer HQ: North America leads with $32 median realized lifetime value (RLTV) per payer after Y1, compared to a $23 global median and $14 in IN/SEA.
10.7%
Apps with a hard paywall convert 10.7% of downloads to paying users by day 35, compared with 2.1% for freemium apps.
RevenueCat · State of Subscription Apps 2026 (2026)
Exact quote
Hard paywalls convert five times better than freemium (10.7% vs 2.1% download-to-paid by day 35) with nearly identical year-one retention, but freemium remains the right call when free users drive word of mouth, network effects, or long-term brand scale.
14,700
More than 14,700 new subscription apps launched per month by January 2026, up from about 2,000 in January 2022.
RevenueCat · State of Subscription Apps 2026 (2026)
Exact quote
Benchmarks to know ~2,000 new subscription apps launched per month in Jan 2022; 14,700+ by Jan 2026.
69%
Apps launched before 2020 generate 69% of all subscription app revenue, while apps launched in 2025 or later account for 3%.
RevenueCat · State of Subscription Apps 2026 (2026)
Exact quote
Revenue remains anchored in older cohorts: apps launched before 2020 account for 69% of all subscription revenue.

Subscribers, prices and revenue per user at major companies

Company filings show where subscription revenue growth comes from. Spotify and Netflix both credit higher prices alongside subscriber growth, and Costco's fee increase lifted membership income without hurting renewals much. Revenue per user varies widely, from about €5 a month at Spotify to over $30 a month for a Hinge payer, which reflects regional pricing, family plans and discounts as much as list prices. These are company-reported metrics with their own definitions, so compare them with care.

306 million
Spotify had 306 million Premium subscribers worldwide on September 30, 2026, up 9% year over year.
Spotify Technology S.A. · Form 6-K, quarter ended September 30, 2026 (Oct 2026)
Exact quote
Our Premium Subscribers have grown 9% year-over-year, as of September 30, 2026, to 306 million.
€4.95
Spotify's Premium average revenue per user rose 9% to €4.95 a month in the third quarter of 2026, mostly because of price increases.
Spotify Technology S.A. · Form 6-K, quarter ended September 30, 2026 (Oct 2026)
Exact quote
For the three months ended September 30, 2026 and 2025, Premium ARPU was €4.95 and €4.53, respectively, which represented an increase of 9%.
788 million
Spotify counted 788 million monthly active users on September 30, 2026, up 11% from a year earlier.
Spotify Technology S.A. · Form 6-K, quarter ended September 30, 2026 (Oct 2026)
Exact quote
Our 788 million MAUs have grown 11% year-over-year, as of September 30, 2026.
$37
Netflix streaming plans ranged from the US dollar equivalent of $1 to $37 a month worldwide as of September 30, 2026.
Netflix · Form 10-Q, quarter ended September 30, 2026 (Oct 2026)
Exact quote
As of September 30, 2026, pricing on our streaming plans ranged from the U.S. dollar equivalent of $1 to $37 per month, and pricing on our extra member accounts ranged from the U.S. dollar equivalent of $2 to $10 per month.
$1,057 million
Netflix revenue rose 12% in the third quarter of 2026, including $1,057 million in added subscription revenue from more memberships and higher prices.
Netflix · Form 10-Q, quarter ended September 30, 2026 (Oct 2026)
Exact quote
Revenues for the three months ended September 30, 2026 increased 12% as compared to the three months ended September 30, 2025, primarily due to the growth in subscription revenue of $1,057 million, which reflects increases in memberships and pricing, and an increase of $256 million in advertising revenue.
92.3%
Costco's member renewal rate was 92.3% in the US and Canada and 89.8% worldwide at the end of fiscal 2026.
Costco Wholesale · Form 10-K, fiscal year ended August 30, 2026 (Oct 2026)
Exact quote
Our member renewal rate was 92.3% in the U.S. and Canada and 89.8% worldwide at the end of 2026.
11%
Costco's membership fee revenue grew 11% in fiscal 2026, helped by new sign-ups, fee increases and upgrades to Executive memberships.
Costco Wholesale · Form 10-K, fiscal year ended August 30, 2026 (Oct 2026)
Exact quote
Membership fee revenue increased 11% in 2026, driven by new member sign-ups, membership fee increases, and upgrades to Executive memberships.
12.80 million
The New York Times had about 12.80 million digital-only subscribers at the end of June 2026.
The New York Times Company · Form 10-Q, quarter ended June 30, 2026 (Aug 2026)
Exact quote
The Company added approximately 280,000 net digital-only subscribers compared with the end of the first quarter of 2026, bringing the total number of subscribers to 13.35 million subscribers, including approximately 12.80 million digital-only subscribers.
$9.94
The New York Times earned $9.94 per digital-only subscriber per 28-day billing cycle in the second quarter of 2026, up 3.1% year over year.
The New York Times Company · Form 10-Q, quarter ended June 30, 2026 (Aug 2026)
Exact quote
Digital-only average revenue per user (“ARPU”) increased 3.1% year-over-year to $9.94.
13.1 million
Duolingo had about 13.1 million paid subscribers on September 30, 2026, up 14% from 11.5 million a year earlier.
Duolingo · Form 10-Q, quarter ended September 30, 2026 (Nov 2026)
Exact quote
As of September 30, 2026 and 2025, we had approximately 13.1 million and 11.5 million paid subscribers, respectively, representing an increase of 14%.
$278.4 million
Duolingo generated $278.4 million in subscription bookings in the third quarter of 2026, up 16% year over year.
Duolingo · Form 10-Q, quarter ended September 30, 2026 (Nov 2026)
Exact quote
For the three months ended September 30, 2026 and 2025, we generated $278.4 million and $240.3 million of subscription bookings, respectively, representing an increase of $38.1 million, or 16%.
$31.81
Hinge's revenue per payer fell 3% to $31.81 in the third quarter of 2026 as Match Group tested discounts and a lower priced tier.
Match Group · Form 10-Q, quarter ended September 30, 2026 (Nov 2026)
Exact quote
Hinge Direct Revenue grew 19% , driven by 23% Payer growth, reflecting Hinge’s continued European expansion, partially offset by a decrease in RPP of 3% to $31.81 as a result of the expansion of discount optimizations and testing of a new lower priced subscription tier.
32.9 million
SiriusXM had approximately 32.9 million subscribers in the US on September 30, 2026.
Sirius XM Holdings · Form 10-Q, quarter ended September 30, 2026 (Oct 2026)
Exact quote
As of September 30, 2026, the SiriusXM business had approximately 32.9 million subscribers in the U.S., while Sirius XM Canada had approximately 2.4 million subscribers.
18.19 million
Dropbox reported 18.19 million paying users in mid-2026.
Dropbox · Form 10-Q, quarter ended June 30, 2026 (Aug 2026)
Exact quote
We’ve built a thriving global business with 18.19 million paying users.

Unwanted subscriptions and regulation

Government estimates put a price on subscriptions people keep paying for without wanting them. The UK figures come from the Department for Business and Trade's consultation on the subscription rules in the Digital Markets, Competition and Consumers Act 2024, which the government's April 2026 response says it anticipates will commence in spring 2027. In the US, the FTC's 2024 click-to-cancel rule was vacated by a federal appeals court in July 2025, and the agency restarted rulemaking in March 2026. No US agency publishes an equivalent dollar estimate, so the UK numbers are the best available guide to the scale of the problem.

Unwanted UK subscriptions by cause (millions)

UK government estimates of active unwanted subscription contracts in non-regulated sectors, published November 2024.

All unwanted subscriptions9.7
Rolled over from a free or discounted trial3.6
Auto-renewals1.3

Source: UK Department for Business and Trade, Consultation on the implementation of the new subscription contracts regime

£26 billion
There are approximately 155 million active subscriptions in non-regulated sectors in the UK, worth about £26 billion a year in consumer spending.
UK Department for Business and Trade · Consultation on the implementation of the new subscription contracts regime (Nov 2024)
Exact quote
There are approximately 155 million active subscriptions in non-regulated sectors in the UK, representing consumer spend of approximately £26 billion per year.
5.8%
About 5.8% of active UK subscriptions are unwanted by the consumer, the UK government estimates.
UK Department for Business and Trade · Consultation on the implementation of the new subscription contracts regime (Nov 2024)
Exact quote
Approximately 5.8% of active subscriptions are unwanted by the consumer, meaning an estimated 9.7 million unwanted subscription contracts are active in the UK.
9.7 million
An estimated 9.7 million unwanted subscription contracts are active in the UK.
UK Department for Business and Trade · Consultation on the implementation of the new subscription contracts regime (Nov 2024)
Exact quote
Approximately 5.8% of active subscriptions are unwanted by the consumer, meaning an estimated 9.7 million unwanted subscription contracts are active in the UK.
3.6 million
About 3.6 million unwanted UK subscriptions started as free or discounted trials that rolled over, and about 1.3 million come from auto-renewals.
UK Department for Business and Trade · Consultation on the implementation of the new subscription contracts regime (Nov 2024)
Exact quote
Of these unwanted subscription contracts, an estimated 3.6 million are thought to be the direct result of being rolled over from a free or discounted subscription trial period, whilst approximately 1.3 million are thought to be the result of auto-renewing subscriptions.
£1.6 billion
UK consumers spend an estimated £1.6 billion a year on subscriptions they do not want.
UK Department for Business and Trade · Consultation on the implementation of the new subscription contracts regime (Nov 2024)
Exact quote
In total it is estimated that £1.6 billion a year is spent by consumers on unwanted subscription contracts.
£14
Each unwanted subscription costs a UK household about £14 a month, according to the UK government.
UK Department for Business and Trade · New measures unveiled to crack down on subscription traps (Nov 2024)
Exact quote
Unwanted subscriptions cost families £14 per month per subscription and £1.6 billion a year in total New proposals to crack down on subscription traps have been unveiled today as the government launches a consultation on measures to make it easier for consumers to get a refund or cancel unwanted subscriptions.
100,000
The FTC received more than 100,000 complaints about negative option and subscription practices in the five years before March 2026.
Federal Trade Commission · FTC Seeks Public Comment in Response to Advance Notice of Proposed Rulemaking Regarding Negative Option (Mar 2026)
Exact quote
The Commission continues to receive thousands of complaints each year -- including more than 100,000 complaints in the past five years—about negative options and related practices.
£500
The average person in the UK has around 3 subscriptions and spends about £500 a year on them, according to the UK government's April 2026 response on subscription rules.
UK Department for Business and Trade · Government response to consultation on the implementation of the new subscription contracts regime (Apr 2026)
Exact quote
The average person has around 3 subscriptions and spends approximately £500 per year on them.
£400 million
The UK government expects its new subscription contract rules to deliver £400 million of consumer benefit a year.
UK Department for Business and Trade · Government response to consultation on the implementation of the new subscription contracts regime (Apr 2026)
Exact quote
Together these measures are anticipated to provide £400 million of consumer benefit per year.

FAQ

How fast is subscription spending growing?

Bank of America payments data shows US subscription spending up 7.7% year over year in July 2026, faster than overall card spending for two years running. Gen Z households grew their subscription spending fastest, at nearly 14%.

How much does the average person spend on subscriptions?

There is no official US figure. The UK government estimates the average person spends about £500 a year on around 3 subscriptions. In the US, a 2026 survey commissioned by Self Financial found 59.9% of respondents paying for at least one unused subscription, worth $26.79 a month on average.

How many subscriptions do people not want?

The UK government estimates that 9.7 million of about 155 million active UK subscriptions are unwanted, costing consumers £1.6 billion a year, or about £14 a month per unwanted subscription. Free or discounted trials that roll over account for an estimated 3.6 million of them.

Why do subscription prices keep going up?

Company filings show price increases are a main source of revenue growth. Spotify credits price increases for most of its 9% rise in premium revenue per user in the third quarter of 2026, and Netflix says its subscription revenue growth reflects both more memberships and higher pricing.

Are annual subscription plans cheaper?

Usually per month, but they lock you in. Recurly reports that annual plans generate 50 to 60% more revenue per user for merchants than monthly plans, largely because fewer people cancel during the year.

Methodology note

We chose figures that describe what subscriptions cost and how people buy and cancel them, and took each one from the organization that produced the data: Bank of America's own payments data, company filings with the SEC, surveys run by Deloitte and Recurly or commissioned by Self Financial, app billing data from RevenueCat, and UK and US government publications. Samples differ: Bank of America covers its own customers, Recurly and RevenueCat cover merchants and apps on their platforms, and company metrics follow each company's definitions. Apple's ecosystem figures come from a study Apple commissioned. The Self Financial survey covers 1,272 US respondents and its results vary widely between years. Currency figures are shown as published and are not converted. Every quote is re-fetched from the source by our checker. See how we rank and verify.

Sources

1Apple: App Store ecosystem reaches record $1.4 trillion as developers continue to thrive globally
2Bank of America Institute: Consumers subscribe to more spending
3Costco Wholesale: Form 10-K, fiscal year ended August 30, 2026
4Deloitte: 2026 Digital Media Trends
5Deloitte: 2025 Digital Media Trends
6Dropbox: Form 10-Q, quarter ended June 30, 2026
7Duolingo: Form 10-Q, quarter ended September 30, 2026
8Federal Trade Commission: FTC Seeks Public Comment in Response to Advance Notice of Proposed Rulemaking Regarding Negative Option
9Match Group: Form 10-Q, quarter ended September 30, 2026
10Netflix: Form 10-Q, quarter ended September 30, 2026
11Recurly: State of Subscriptions 2026: Benchmarks & Insights
12RevenueCat: State of Subscription Apps 2026
13Self Financial: The Cost of Unused Paid Subscriptions 2026
14Sirius XM Holdings: Form 10-Q, quarter ended September 30, 2026
15Spotify Technology S.A.: Form 6-K, quarter ended September 30, 2026
16The New York Times Company: Form 10-Q, quarter ended June 30, 2026
17UK Department for Business and Trade: Consultation on the implementation of the new subscription contracts regime
18UK Department for Business and Trade: New measures unveiled to crack down on subscription traps
19UK Department for Business and Trade: Government response to consultation on the implementation of the new subscription contracts regime

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Rankozo. (2026, November 4). Subscription Economy Statistics 2026. https://rankozo.com/subscription-economy-statistics

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