With the increasing variety of digital services, many consumers now manage numerous online subscriptions each month. Kaspersky’s market report, based on insights from its SubsCrab app—a subscription management tool—provides an overview of the most popular services, spending habits, and growing trends in digital subscriptions worldwide.
Average Number of Subscriptions and Spending
Globally, users maintain an average of 12 active subscriptions, with monthly costs totaling around $78 on various services. This amounts to an average yearly expenditure of approximately $938. Subscription services like Netflix, Spotify, and YouTube Premium rank as some of the most popular choices among consumers, and local services often dominate in individual countries. In Brazil, for example, the locally produced streaming service Globoplay holds the top position.
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Most Popular Subscription Categories
- Streaming Services: Streaming accounts for the largest category, with 22% of users subscribing to platforms like Netflix, Hulu, and Disney+. The convenience and diversity of these services make them especially appealing to users globally.
- Multi-Subscription Services: Services offering bundled content such as TV, movies, games, and internet access are becoming more popular, attracting 16% of subscribers. The convenience and cost-effectiveness of multi-subscription plans are pushing them ahead of standalone categories like music, which claims 8% of the market.
- Productivity and Utility Tools: Subscription-based tools for productivity and communication, like Microsoft 365, Adobe Creative Cloud, LinkedIn Premium, and Canva, are increasingly popular. Communication apps like Discord have also gained ground, joining the ranks of top services in many regions.
- Delivery Services and Telecom: Delivery and telecom services are also highly ranked, especially local providers and telecommunications companies that users rely on for everyday needs.
Rapidly Growing Subscriptions
Among the fastest-growing subscription services, ChatGPT stands out, with a 296% growth rate since 2023. Other services seeing substantial increases in subscribers include YouTube Premium (122%), Telegram Premium (73%), X Premium (64%), and Snapchat+ (59%).
These increases reflect growing consumer demand for added features and exclusive content offered by these platforms, as well as an overall trend toward premium service options.
Cancellation Trends: Popular Services See High Turnover
Despite their popularity, Netflix, YouTube Premium, and Spotify are the most frequently cancelled services, indicating a high turnover among users. This trend may be due to increasing competition and the ability to easily switch between services without long-term commitments.
Payment Preferences: Monthly vs. Annual Subscriptions
A majority of users (76%) prefer monthly payment plans for subscriptions, with 17% opting for annual plans—a percentage that has grown from 13% in 2022. Only a small segment (7%) chooses other payment options, such as weekly or bi-annual subscriptions. As subscription prices increase, annual payment plans are gaining appeal, offering users potential cost savings over monthly renewals.
Average Subscription Costs by Country
There is significant variation in subscription costs across different regions:
- Türkiye has the lowest subscription costs, with an average of $4 per month or $23 per year. Türkiye also offers the cheapest Netflix Premium plan, at $5 per month.
- In contrast, the UK has the highest average monthly subscription price, at $13, while Germany tops annual subscription costs with an average of $64 per year.
The Role of Subscription Management Tools
As users adopt more subscriptions, managing costs and tracking services has become essential. SubsCrab, a subscription management app by Kaspersky, helps users stay organized by tracking active subscriptions, notifying them of upcoming payments, and enabling quick cancellations. According to Kirill Yurkin, Head of SubsCrab, “A reliable subscription management tool allows users to avoid unnecessary payments and streamline the process of adding or canceling services.”
Conclusion: Adopting a Mindful Approach to Subscription Management
With the rise of digital subscriptions and increasing budgets, a proactive approach to managing these services is crucial. Tools like SubsCrab support users in taking control of their subscriptions, maximizing value, and maintaining financial oversight.
