8 in 10 Adults Report Paying for At Least One Subscription Service

April 27, 2020

InMyArea Top Subscription Services Apr2020 2Subscription services have become big business in the US, with more than 84% of American consumers saying they subscribe to at least one service and more than two-fifths (44%) subscribing to 5 or more services. That’s according to a survey of more than 1,000 US consumers conducted by InMyArea.com.

Five of the top 10 subscriptions services fall under the category of Entertainment, with Netflix leading the way at 71% of respondents. The Shopping category accounts for 2 of the top overall services, with the remainder of services being in Personal Care, Sports & Leisure and Media.

Here’s a closer look at the different types of subscription services:

Streaming Services

Not surprisingly, Netflix is the streaming entertainment service subscribed to most by consumers, with 7 in 10 subscribing to the service. Following in a distant second and third are Amazon Prime Video (48%) and Hulu (43%).

What may come as a surprise is that Disney+ is the fourth most-subscribed streaming service, beating out the likes of YouTube TV (18%), HBO Now/HBO Go (11%) and Apple TV+ (9%). Disney+ has certainly captured the fancy of many viewers: 1 in 7 already consider it their most indispensable network.

Delivery and Other Services

Earlier research shows that, in order to save time, about 7 in 10 (73%) US consumers are willing to pay for a service or subscription, with shopping and delivery subscriptions among the key categories for this group. Indeed, 6 in 10 (58% of) consumers surveyed by InMyArea subscribe to Amazon Prime, with another 3 in 10 (28%) subscribing to a wholesale retailer service – making shopping a leader in non-entertainment subscription services.

Also falling under these delivery or non-entertainment subscription services are magazines or newspapers (17%), meal kits (14%), personal care (13%), clothing (12%) and pet food (12%).

It’s also worth noting that a little more than one-fifth (22%) of consumers say they do not subscribe to any of these types of services.

Membership Services

An even greater percentage (42%) of consumers surveyed say they have not purchased any sort of membership service. But for those who have, the most common memberships are for fitness, with 29% of consumers claiming to have a gym or fitness studio membership.

Although about three-quarters of US households have at least one gamer, only 17% of respondents report having a gaming membership. Other respondents have memberships to paid mobile apps (14%), online learning (10%) and online dating services (10%).

Home Services

Compared to other types of subscription, the percentage of consumers who do not have any sort of home subscription service is relatively low (9%). This area of services is dominated by various types of insurance: home/renter insurance (41%), life insurance (36%), vision insurance (31%), pet insurance (8%), and ID theft insurance.

Separately, 18% have a membership with AAA, while 13% pay for a home security service and 1 in 10 (11%) subscribe to a computer virus protection service.

All in all, 8 in 10 (79%) of those who subscribe to any service say they use all or most of the services they pay for. And, while three-fifths (61%) feel they are spending the right amount for their subscriptions, one-third (22%) feel they are spending too much.

About the Data: Results are based on a survey of more than 1,000 US adult consumers, fielded between March 29-April 4, 2020.

Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This