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Subscription Trends & Statistics

EMARKETER offers market research, trends and statistics for a variety of topics and industries. Here you will find a collection of reports, articles and other resources for Subscription
Paid membership is most in-demand feature for US apparel shoppers

Paid membership is most in-demand feature for US apparel shoppers

Article
Apr 04, 2022

In our 2022 US Apparel Retail Features Benchmark report, we break down the online and in-store features apparel shoppers value the most.

Q&A: How Peloton is building its brand into a digital platform

Article
Apr 01, 2022

Robert Franklin, senior vice president of ecommerce at Peloton Interactive, leads the product and technology teams to improve the shopping experience for the company’s bikes, treadmills, accessories, subscriptions, and more.

Netflix is the elephant in the subscription OTT room

Netflix is the elephant in the subscription OTT room

Article
Mar 29, 2022

The elephant in the room propping up most of the figures in our recently released worldwide sub OTT user forecast is Netflix, the industry leader by a wide margin.

More than one-third of Disney+ viewers are under 25 years old

More than one-third of Disney+ viewers are under 25 years old

Article
Mar 25, 2022

For the first time, we broke out Disney+ and Netflix viewers by age. It’s widely understood Disney programs are usually aimed at youth. Our forecasts give some clarity on how much Disney+ skews toward young people compared with other streaming services.

Restaurants double down on loyalty programs to retain customers, maximize revenues

Restaurants double down on loyalty programs to retain customers, maximize revenues

Article
Mar 25, 2022

Restaurants scramble to roll out loyalty programs: Hardee’s, IHOP, and Carl’s Jr. are the latest chains to leverage loyalty to offer personalized experiences and deepen relationships with consumers.

Worldwide subscription over-the-top users forecast for 2022 and beyond

Worldwide subscription over-the-top users forecast for 2022 and beyond

Article
Mar 23, 2022

Subscription over-the-top (sub OTT) video viewing has become one of the most common digital activities on Earth. We forecast 1.88 billion people worldwide will use a sub OTT service at least once per month in 2022. That figure has nearly doubled from just four years ago.

Insider Intelligence’s Mobile Trends to Watch in 2022

Insider Intelligence’s Mobile Trends to Watch in 2022

Report
Dec 02, 2021

Spurred by changes in mobile advertising, developers will integrate more commerce features into apps in 2022. They’ll add more AR, visual search capabilities, QR codes, and carbon footprint metrics to attract and keep users.

UK Post-Pandemic Retail

UK Post-Pandemic Retail

Report
Nov 19, 2021

As UK consumers settle on new ways of shopping and buying post-pandemic, retailers must keep pace and cater to these new habits.

US YouTube Premium subscribers will hit 29.5 million this year, per updated forecast

US YouTube Premium subscribers will hit 29.5 million this year, per updated forecast

Article
Oct 08, 2021

Following an announcement from YouTube Premium that they've hit 50 million subscribers worldwide, we have updated our US forecast to reflect the platforms uptick. We now forecast YouTube Premium will hit 29.5 million US subscribers by year-end 2021.

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Subscription OTT services help push Canadian viewership to 28 million

Subscription OTT services help push Canadian viewership to 28 million

Article
Oct 04, 2021

Canadian viewership will reach new heights this year, according to our latest digital video viewer forecast.

Highly penetrated Nordic region still has much potential for subscription OTT user growth

Highly penetrated Nordic region still has much potential for subscription OTT user growth

Article
Sep 29, 2021

The Nordic region has taken to subscription streaming services at some of the fastest rates in Western Europe, and indeed the world. Thanks to the local appetite for foreign content, and these services’ appetite for subscribers, the audience there will keep expanding for the foreseeable future.

Monese needs paid accounts—will insurance solutions and an accessible subscription tier do it?

Article
Sep 29, 2021

New insurance features and an added subscription tier could help Monese expand into more profitable lines of business.

Spotify’s evolution from being largely ad-supported to mostly ad-free

Spotify’s evolution from being largely ad-supported to mostly ad-free

Article
Sep 09, 2021

In Q2 2016, Spotify was primarily an ad-supported platform among 25- to 54-year-olds in the US.

In Canada, less than 50% of households will subscribe to pay TV in 2022

In Canada, less than 50% of households will subscribe to pay TV in 2022

Article
Aug 27, 2021

In 2022, 48.9% of households in Canada will have pay TV, marking a massive and continuing trend of cable cord-cutting in the country.

US TV viewers torn between free, ad-supported services and ad-free video subscriptions

US TV viewers torn between free, ad-supported services and ad-free video subscriptions

Article
Aug 17, 2021

US TV viewers will happily watch ads, in some cases

Consumer Attitudes Toward Digital Advertising 2021

Consumer Attitudes Toward Digital Advertising 2021

Report
Jul 22, 2021

Consumers are frustrated by intrusive or invasive ad experiences, and they’re concerned about how advertisers use their data. Here’s how consumers perceive their ad experiences across media channels, how they avoid ads, and how brands, advertisers, and publishers are responding.

Revolut broadens its paid subscription offering as it builds out its ‘financial super app’

Article
Jun 25, 2021

The neobank’s addition of several new features to its paid accounts could help it attract and retain premium customers.

More US mobile games are using a subscription model than ever

More US mobile games are using a subscription model than ever

Article
Jun 02, 2021

Subscription-based mobile games are leveling up

Over 50% of in-app purchases were recurring in 2020

Over 50% of in-app purchases were recurring in 2020

Article
May 04, 2021

App subscriptions overtake one-time purchases

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