Comparatively, 60% of US internet users said they planned to use the same number of subscription services in two years, and just 7% said they would subscribe to fewer services.
While the survey did not define subscription services—which could include print newspaper and magazine subscriptions, digital streaming services and subscription box services (e.g.,Trunk Club and Dollar Shave Club)—it did gauge interest in various subscription categories, indicating which industries might be disrupted by the subscription economy and which are likely to remain intact.
Predictably, over half (57%) of US respondents said they were interested in using TV and video-on-demand (VOD) services, and 38% were interested in music services. (The survey did not indicate whether the figures included those who were already subscribed to these services.)
We forecast that US subscription over-the-top (OTT) video viewers will exceed 193 million by 2021, or 57.3% of the population. US digital audio listeners—including paid subscribers and those who use free services—will exceed 211 million by 2021, or 63.1% of the population.