Subscription Economy Statistics 2026: Growth, Spending, Churn and the Biggest Services
There is no official count of the global subscription economy, but the pieces that are measured show it is large and still growing, more slowly. The UK has about 155 million active subscriptions, worth about £26 billion a year, according to the Department for Business and Trade. That is around 3 subscriptions and £500 a year per person. Subscriptions on Recurly's billing network grew 12.6% in 2025, a slowdown. About 5.8% of UK subscriptions are unwanted, costing an estimated £1.6 billion a year. Failed payments cause about a third of churn on Recurly's billing network. The largest consumer subscription services are Netflix, with more than 325 million paid memberships, and Spotify, with 306 million Premium subscribers.
Key statistics
- UK consumers spent about £26 billion a year on subscriptions in 2026, according to the Department for Business and Trade.
- Subscriptions on Recurly's network grew 12.6% in 2025, a slowdown, according to Recurly.
- US households that pay for streaming video spent an average of $76 a month on those services in 2026, according to Deloitte.
- Failed payments caused 34.7% of all subscription churn on Recurly's network in July 2026, calculated by StatisticsGlobal from Recurly data.
- Trial rollovers caused 37.1% of unwanted UK subscriptions in 2026, calculated by StatisticsGlobal from Department for Business and Trade data.
Subscription economy growth
No statistics agency measures the subscription economy as a whole. The best growth signals come from billing platforms, which see activity across thousands of merchants, and from streaming panels. Each covers only its own customers.
Subscriptions on Recurly's network grew 12.6% in 2025, according to Recurly, which describes this as a slowdown. Acquisition rates held at about 3%. Growth now leans on bringing people back. Former subscribers made up nearly 1 in 4 new sign-ups.
US streaming shows the same pattern more sharply. Antenna estimates premium streaming subscriptions grew 7% in 2025, down from 12% in 2024. That is a slowdown of 5 points by our calculation, and the first single-digit year Antenna has recorded for the category.
The business-to-business side of the market is still expanding. Zuora's index of more than 600 companies grew revenue 11% faster than the S&P 500 over the two years to 2024. Stripe says its Revenue suite, which includes Stripe Billing, was on track for a $1 billion annual run rate in 2026. Both are vendors describing their own customers, so treat them as signals rather than market totals.
Sources: Recurly; Antenna.
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Subscriptions on Recurly's network grew 12.6% in 2025, a slowdown, according to Recurly.
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Subscriber acquisition rates held at around 3% on Recurly's network in 2025, according to Recurly.
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Former subscribers made up nearly 1 in 4 new subscription sign-ups on Recurly's network in 2025, according to Recurly.
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Micro subscriptions converted 13% of buyers into long-term recurring plans on Recurly's network in 2025, according to Recurly.
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Annual plans generated 50% to 60% higher revenue per user than monthly plans on Recurly's network in 2025, according to Recurly.
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Companies in Zuora's Subscription Economy Index grew revenue 11% faster than the S&P 500 over the two years to 2024, according to Zuora.
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Companies in Zuora's Subscription Economy Index increased unique subscribers by 25% over the two years to 2024, according to Zuora.
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68% of US consumers subscribed to a new service for the first time in 2024, according to Zuora.
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Stripe's Revenue suite, including Stripe Billing, was on track for a $1 billion annual run rate in 2026, according to Stripe.
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Premium streaming video subscriptions grew 7% in the US in 2025, down from 12% in 2024, according to Antenna.
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US premium streaming subscription growth slowed by 5 percentage points between 2024 and 2025, calculated by StatisticsGlobal from Antenna data.
How we calculated it: Antenna subscriber growth: 12% in 2024 minus 7% in 2025 = 5 percentage points.
| Measure | Figure | Scope | Period | Source |
|---|---|---|---|---|
| Subscription growth | 12.6% | Recurly network, 2,200 merchants | 2025 | Recurly |
| Subscriber acquisition rate | About 3% | Recurly network | 2025 | Recurly |
| Unique subscriber growth | 25% over two years | Zuora SEI, 600+ companies | Two years to 2024 | Zuora |
| Revenue growth vs S&P 500 | 11% faster | Zuora SEI, 600+ companies | Two years to 2024 | Zuora |
| Premium streaming subscriber growth | 7% (12% in 2024) | US premium SVOD services | 2025 | Antenna |
Subscription spending per person and household
The UK government has published the clearest national figures on subscription spending. In the US, Deloitte's twice-yearly survey tracks spending on streaming video, the largest consumer category.
UK consumers spend about £26 billion a year across about 155 million active subscriptions, according to the Department for Business and Trade. By our calculation the average subscription costs about £168 a year, or £14 a month. The average person has around 3 subscriptions and spends about £500 a year on them.
In the US, households that pay for streaming video spend an average of $76 a month on those services, according to Deloitte. That is about $912 a year by our calculation, on streaming video alone. Gen Z subscribers spend the most, at $83 a month. The UK and US figures measure different things, per person across all subscriptions against per household for one category, so they should not be compared directly.
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The UK had about 155 million active subscriptions in 2026, according to the Department for Business and Trade.
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UK consumers spent about £26 billion a year on subscriptions in 2026, according to the Department for Business and Trade.
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The average person in the UK had around 3 subscriptions costing about £500 a year in 2026, according to the Department for Business and Trade.
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The average UK subscription cost about £168 a year, or £14 a month, in 2026, calculated by StatisticsGlobal from Department for Business and Trade data.
How we calculated it: £26 billion annual spend / 155 million active subscriptions = £167.7 a year, or £13.98 a month.
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US households that pay for streaming video spent an average of $76 a month on those services in 2026, according to Deloitte.
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Gen Z streaming video subscribers in the US spent $83 a month, more than any other generation, in 2026, according to Deloitte.
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US households that pay for streaming video spent about $912 a year on those services in 2026, calculated by StatisticsGlobal from Deloitte data.
How we calculated it: Deloitte average monthly SVOD spend per subscribing household of $76 x 12 months = $912.
| Measure | Figure | Scope | Source |
|---|---|---|---|
| Active subscriptions | About 155 million | UK | Department for Business and Trade |
| Consumer spend on subscriptions | About £26 billion a year | UK | Department for Business and Trade |
| Subscriptions per person | Around 3 | UK | Department for Business and Trade |
| Spend per person | About £500 a year | UK | Department for Business and Trade |
| Average cost per subscription | About £168 a year (£14 a month) | UK | Calculated by StatisticsGlobal |
| Streaming video spend per subscribing household | $76 a month ($912 a year) | US | Deloitte; annual figure calculated by StatisticsGlobal |
| Gen Z streaming video spend | $83 a month | US | Deloitte |
Unwanted subscriptions and why people cancel
Unwanted subscriptions are the reason governments are regulating the market. The UK estimates come from the impact assessment for its new subscription rules, which are expected to start in 2027.
About 5.8% of UK active subscriptions, an estimated 9.7 million, are unwanted, according to the Department for Business and Trade. People spend an estimated £1.6 billion a year on them. By our calculation that is 6.2% of all UK subscription spending. Free or discounted trials that roll into paid plans cause 37.1% of unwanted subscriptions. The government expects its new rules to save consumers about £400 million a year.
Surveys point to two main reasons people cancel on purpose. 52% of consumers cancelled at least one subscription in 2025 because they did not use it, according to Recurly. Among US consumers who cancelled in 2024, 47% cited price increases, the most common reason, according to Zuora. Deloitte finds almost 60% of US consumers would likely drop their favourite streaming service over a $5 monthly price rise.
Merchants are responding with pause options. Pause usage rose 337% in a year among Recurly merchants that offered it, and 3 in 4 subscribers who paused eventually returned. For more on keeping customers, see our customer retention statistics.
Source: Department for Business and Trade. Other causes calculated by StatisticsGlobal as 9.7 minus 3.6 minus 1.3.
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About 5.8% of UK active subscriptions, an estimated 9.7 million, were unwanted in 2026, according to the Department for Business and Trade.
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UK consumers spent an estimated £1.6 billion a year on unwanted subscriptions in 2026, according to the Department for Business and Trade.
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About 3.6 million unwanted UK subscriptions came from free or discounted trials rolling over in 2026, according to the Department for Business and Trade.
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About 1.3 million unwanted UK subscriptions resulted from auto-renewals in 2026, according to the Department for Business and Trade.
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New UK subscription rules announced in 2026 are expected to save consumers about £400 million a year, according to the Department for Business and Trade.
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52% of consumers cancelled at least one subscription in 2025 because they did not use it, according to Recurly.
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47% of US consumers who cancelled a subscription in 2024 cited price increases, the most common reason, according to Zuora.
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Almost 60% of US consumers would likely cancel their favourite streaming video service if its price rose by $5 a month in 2026, according to Deloitte.
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More than one-third of US consumers had recently cut back on entertainment subscriptions due to financial concerns in 2026, according to Deloitte.
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Merchants that offered a pause option saw pause usage rise 337% year on year in 2025, according to Recurly.
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3 out of 4 subscribers who paused a subscription eventually returned in 2025, according to Recurly.
| Measure | Estimate | Share of unwanted subscriptions |
|---|---|---|
| All unwanted subscriptions | About 9.7 million (5.8% of active) | 100% |
| From free or discounted trials rolling over | About 3.6 million | 37.1% |
| From auto-renewals | About 1.3 million | 13.4% |
| Other causes | About 4.8 million | 49.5% |
| Annual spend on unwanted subscriptions | About £1.6 billion | n/a |
Subscription churn rate by industry
Recurly publishes median churn rates by industry from the businesses that bill through it. It splits churn into voluntary cancellations and involuntary churn from failed payments.
Subscription businesses had an overall churn rate of 3.60% on Recurly's network in July 2026. Voluntary cancellations averaged 2.34% and failed payments 1.25%. By our calculation failed payments cause 34.7% of all churn. That share is churn a business can often win back through card updates and payment retries, without changing its product.
Education churns the most, at 4.99%, and SaaS the least, at 3.22%. Education churns 55.0% faster by our calculation. Digital media and entertainment has the largest failed-payment problem. 38.4% of its churn is involuntary, the highest share of the six industries.
Recurly labels these rates annual but does not explain how it annualises them, so compare them with care. Its averages also do not add up exactly, 2.34% plus 1.25% is 3.59%, not 3.60%. For more benchmarks, including B2B and AI apps, see our churn rate benchmarks.
Source: Recurly.
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Subscription businesses had an overall churn rate of 3.60% on Recurly's network in July 2026, according to Recurly.
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Voluntary cancellations averaged a 2.34% churn rate on Recurly's network in July 2026, according to Recurly.
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Failed payments averaged a 1.25% involuntary churn rate on Recurly's network in July 2026, according to Recurly.
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Education subscriptions had the highest median churn rate, 4.99%, of six industries on Recurly's network in July 2026, according to Recurly.
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SaaS businesses had the lowest median churn rate, 3.22%, of six industries on Recurly's network in July 2026, according to Recurly.
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Education subscriptions churned 55.0% faster than SaaS on Recurly's network in July 2026, calculated by StatisticsGlobal from Recurly data.
How we calculated it: Median churn: education 4.99% / SaaS 3.22% = 1.550, so 55.0% higher.
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Failed payments caused 38.4% of digital media and entertainment churn, the highest share of six industries, on Recurly's network in July 2026, calculated by StatisticsGlobal from Recurly data.
How we calculated it: Involuntary / total median churn by industry: digital media 1.59/4.14 = 38.4%; business services 1.18/3.44 = 34.3%; education 1.69/4.99 = 33.9%; SaaS 1.06/3.22 = 32.9%; travel 1.28/3.91 = 32.7%; ecommerce 1.38/4.25 = 32.5%.
| Industry | Total churn | Voluntary | Involuntary | Involuntary share of total |
|---|---|---|---|---|
| Education | 4.99% | 3.30% | 1.69% | 33.9% |
| Ecommerce | 4.25% | 2.87% | 1.38% | 32.5% |
| Digital media and entertainment | 4.14% | 2.55% | 1.59% | 38.4% |
| Travel, hospitality and entertainment | 3.91% | 2.63% | 1.28% | 32.7% |
| Business and professional services | 3.44% | 2.27% | 1.18% | 34.3% |
| SaaS | 3.22% | 2.16% | 1.06% | 32.9% |
| All industries (average) | 3.60% | 2.34% | 1.25% | 34.7% |
Streaming subscription statistics
Streaming video is the most measured part of the consumer subscription economy. Deloitte surveys US consumers twice a year, and Antenna tracks sign-ups and cancellations from transaction data.
43% of US consumers cancelled a paid streaming video service in the previous six months, according to Deloitte's fall 2026 survey. Churn is highest among Gen Z, at 57%. That is up 7 points from 2025, when it was 50% by our calculation. Almost two-thirds of consumers say they are frustrated that their subscriptions keep raising prices.
Antenna's transaction data shows churn steadying rather than falling. Premium streaming services had a weighted average churn rate of 4.6% in 2025, and churn was flat or lower than a year earlier in 7 of the 11 months to August 2025. Growth is concentrated in the fourth quarter, which delivered 57% of 2025 net additions.
Prices keep rising even as people cancel. Netflix plans ranged from the equivalent of $1 to $37 a month in September 2026, and its revenue rose 12% to $12.87 billion in the third quarter. Netflix says subscription revenue growth came from both more memberships and higher prices.
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43% of US consumers cancelled a paid streaming video service in the previous six months in 2026, according to Deloitte.
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57% of US Gen Z consumers cancelled a paid streaming video service in the previous six months in 2026, up 7 points on 2025, according to Deloitte.
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50% of US Gen Z consumers had cancelled a paid streaming video service in the previous six months in 2025, calculated by StatisticsGlobal from Deloitte data.
How we calculated it: Deloitte fall 2026: 57% of Gen Z churned, an increase of 7 percentage points from the fall 2025 report. 57 - 7 = 50%.
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Almost two-thirds of US consumers were frustrated that their entertainment subscriptions kept raising prices in 2026, according to Deloitte.
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65% of US households paying for streaming video also had at least one ad-supported video-on-demand service in 2026, down from 66% in 2025, according to Deloitte.
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Premium streaming video services had a weighted average churn rate of 4.6% in the US in 2025, according to Antenna.
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The fourth quarter delivered 57% of net subscriber additions for US premium streaming services in 2025, according to Antenna.
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Netflix revenue rose 12% to $12.87 billion in the third quarter of 2026, according to Netflix.
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Netflix streaming plans ranged from the US dollar equivalent of $1 to $37 a month in September 2026, according to Netflix.
| Measure | Figure | Period | Source |
|---|---|---|---|
| Consumers who cancelled a paid streaming service in the last six months | 43% | Fall 2026 | Deloitte |
| Gen Z consumers who cancelled in the last six months | 57% (50% in 2025) | Fall 2026 | Deloitte; 2025 figure calculated by StatisticsGlobal |
| Consumers frustrated by price rises | Almost two-thirds | Fall 2026 | Deloitte |
| Paying households that also use an ad-supported service | 65% (66% in 2025) | Fall 2026 | Deloitte |
| Weighted average churn, premium SVOD | 4.6% | 2025 | Antenna |
| Share of annual net adds in the fourth quarter | 57% | 2025 | Antenna |
Largest subscription businesses by subscribers
Few subscription companies publish subscriber counts, and Netflix stopped reporting them each quarter from 2025. The table lists consumer subscription services that report counts in their filings or shareholder letters.
Netflix is the largest reported consumer subscription service, with more than 325 million paid memberships at the end of 2025. Spotify is close behind, with 306 million Premium subscribers in September 2026. Spotify's base grew 56.9% in four years by our calculation, about 11.9% a year.
Among the five services that report year-on-year counts, Peacock grew fastest, by 17.1%, and Paramount+ slowest, by 5.5%. Peacock counts some customers who get it in a bundle as soon as it is made available, which flatters its total. Spotify, The New York Times and Duolingo each grew 8.9% to 13.9%.
Revenue per subscriber is rising too. Spotify's Premium ARPU rose 9.3% to €4.95 a month and Paramount+ ARPU rose 14% to $8.69. Large bundles such as Amazon Prime and Apple's services do not publish subscriber counts, so they are missing here. For one of them, see our Amazon statistics.
Source: Spotify Q3 2026 interim report.
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Netflix passed 325 million paid memberships worldwide in the fourth quarter of 2025, according to Netflix.
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Spotify Premium subscribers grew 56.9% between the third quarters of 2022 and 2026, about 11.9% a year, calculated by StatisticsGlobal from Spotify data.
How we calculated it: Premium subscribers 306 million in Q3 2026 / 195 million in Q3 2022 = 1.569. Compound annual rate = 1.569^(1/4) - 1 = 11.9%.
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Spotify Premium average revenue per user was €4.95 a month in the third quarter of 2026, up 9.3%, according to Spotify.
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Paramount+ had 82.2 million subscribers at the end of September 2026, up from 77.9 million a year earlier, according to Paramount.
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Paramount+ average revenue per user rose 14% to $8.69 in the third quarter of 2026, according to Paramount.
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Peacock had 48 million paid subscribers at the end of September 2026, up from 41 million a year earlier, according to Comcast.
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The New York Times had 13.76 million subscribers, 13.22 million of them digital-only, at the end of September 2026, according to The New York Times Company.
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New York Times digital-only subscribers grew 12.4% in the year to September 2026, calculated by StatisticsGlobal from The New York Times Company data.
How we calculated it: Digital-only subscribers 13,220 thousand at Q3 2026 / 11,760 thousand at Q3 2025 = 1.124.
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Duolingo had 13.1 million paid subscribers at the end of September 2026, up 14% on a year earlier, according to Duolingo.
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Peacock had the fastest subscriber growth, 17.1%, of five subscription businesses we tracked in the year to September 2026, calculated by StatisticsGlobal from company filings.
How we calculated it: Year-on-year growth to 30 September 2026: Peacock 48/41 = +17.1%; Duolingo 13.1/11.5 = +13.9%; NYT digital-only 13.22/11.76 = +12.4%; Spotify Premium 306/281 = +8.9%; Paramount+ 82.2/77.9 = +5.5%.
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Paramount+ subscribers grew 5.5% in the year to September 2026, the slowest of five subscription businesses we tracked, calculated by StatisticsGlobal from company filings.
How we calculated it: Paramount+ 82.2 million / 77.9 million = 1.055. Compared with Peacock +17.1%, Duolingo +13.9%, NYT digital-only +12.4% and Spotify +8.9%.
| Service | Paid subscribers | Date | A year earlier | Change |
|---|---|---|---|---|
| Netflix | More than 325 million | Q4 2025 | n/a | n/a |
| Spotify Premium | 306 million | 30 Sep 2026 | 281 million | +8.9% |
| Paramount+ | 82.2 million | 30 Sep 2026 | 77.9 million | +5.5% |
| Peacock | 48 million | 30 Sep 2026 | 41 million | +17.1% |
| The New York Times (digital-only) | 13.22 million | 30 Sep 2026 | 11.76 million | +12.4% |
| Duolingo | 13.1 million | 30 Sep 2026 | 11.5 million | +13.9% |
How the sources measure the subscription economy
The figures on this page come from government estimates, vendor data, surveys and company filings. Each counts something different.
The UK figures are government estimates from an impact assessment, not a census of subscriptions. The government restated them in April 2026, but they were built from earlier research. Recurly, Zuora and Stripe describe only the businesses that use their software. Their numbers show direction, not the size of the whole market.
Deloitte's survey asks people what they did and what they would do, so answers about cancelling after a price rise overstate actual cancellations. Antenna measures transactions but covers only premium US streaming services. Company counts use each company's own definition. Peacock counts some bundled customers, Duolingo excludes free trials, and The New York Times includes print subscribers in its total. Zuora's 2025 index is its latest public edition, and its full report is behind a sign-up form, so we used only figures from its press release.
| Source | Population | Measure | Period |
|---|---|---|---|
| Department for Business and Trade | All UK consumer subscriptions | Modelled estimates of counts, spend and unwanted subscriptions | Restated April 2026 |
| Recurly | 2,200 merchants and 76 million subscribers on its network | Growth, acquisition, median churn | 2025 and July 2026 |
| Zuora | 600+ companies on Zuora Billing; 3,000+ US adults | Subscriber and revenue growth; survey answers | Two years to 2024 |
| Deloitte Digital Media Trends | Census-representative US consumers aged 14+ | Survey answers on streaming churn and spend | Fall 2025 and fall 2026 |
| Antenna | Weighted US transaction panel | Premium SVOD subscribers, churn and additions | 2024 and 2025 |
| Company filings | Each company's own customers | Reported paid subscribers, ARPU and revenue | 2022 to Q3 2026 |
Frequently asked questions
How big is the subscription economy?
There is no official global figure. In the UK, consumers spend about £26 billion a year on about 155 million active subscriptions, according to the Department for Business and Trade. Global market-size estimates come from paid market research and are not used on this page.
Is the subscription economy still growing in 2026?
Yes, but more slowly. Subscriptions on Recurly's network grew 12.6% in 2025, a slowdown. US premium streaming subscriptions grew 7% in 2025, down from 12% in 2024, according to Antenna.
How much does the average person spend on subscriptions?
In the UK, the average person has around 3 subscriptions and spends about £500 a year, according to the Department for Business and Trade. In the US, households that pay for streaming video spend an average of $76 a month on it, according to Deloitte.
Why do people cancel subscriptions?
Mostly because they stop using them or prices rise. 52% of consumers cancelled at least one subscription in 2025 for lack of use, according to Recurly. 47% of US consumers who cancelled in 2024 cited price increases, according to Zuora. Failed payments cause another 34.7% of churn on Recurly's network, by our calculation.
How many subscriptions are unwanted?
About 5.8% of UK subscriptions, or 9.7 million, are unwanted, costing an estimated £1.6 billion a year. 37.1% of them come from free or discounted trials that rolled into paid plans, by our calculation from Department for Business and Trade data.
Which subscription service has the most subscribers?
Netflix, with more than 325 million paid memberships at the end of 2025. Spotify had 306 million Premium subscribers in September 2026. Paramount+ had 82.2 million and Peacock 48 million.
Sources
- Department for Business and Trade, Government response to consultation on the implementation of the new subscription contracts regime, 2 April 2026. Link · Saved data copy · Licence: Open Government Licence v3.0
- Recurly, The 2026 State of Subscriptions, January 2026, accessed 11 November 2026. Link · Saved data copy
- Deloitte, Digital Media Monitor (Digital Media Trends), Updated 15 October 2026 (fall 2026 survey). Link · Saved data copy
- Recurly, Churn Rate Benchmarks, July 2026 data, accessed 11 November 2026. Link · Saved data copy
- Zuora, Zuora Subscription Economy Index Continues to Outperform S&P 500 (press release on the 2025 Subscription Economy Index), 15 April 2025. Link · Saved data copy
- Stripe, Stripe publishes 2025 annual letter and announces tender offer, 24 February 2026. Link · Saved data copy
- Antenna, Antenna Q1'26 State of Subscriptions Report: Premium SVOD 2025 Year in Review, Q1 2026. Link · Saved data copy
- Netflix, Form 10-Q for the quarter ended 30 September 2026, 21 October 2026. Link · Saved data copy
- Netflix, Q4 2025 shareholder letter, January 2026. Link · Saved data copy
- Spotify, Q3 2026 interim report, Form 6-K exhibit 99.1, October 2026. Link · Saved data copy
- Paramount (Skydance Corp), Form 10-Q for the quarter ended 30 September 2026, 9 November 2026. Link · Saved data copy
- Comcast, Form 10-Q for the quarter ended 30 September 2026, 22 October 2026. Link · Saved data copy
- The New York Times Company, Third-quarter 2026 results, Form 8-K exhibit 99.1, November 2026. Link · Saved data copy
- Duolingo, Q3 2026 shareholder letter, Form 8-K, 3 November 2026. Link · Saved data copy
Changes to this page
- : Page published with the Department for Business and Trade's April 2026 consultation response, Recurly's 2026 State of Subscriptions and July 2026 churn benchmarks, Zuora's 2025 Subscription Economy Index release, Deloitte's fall 2026 Digital Media Monitor, Antenna's 2025 year in review, Stripe's 2025 annual letter and Q3 2026 filings from Spotify, Netflix, Paramount, Comcast, The New York Times and Duolingo.