Question of the Day: How many paid media and entertainment subscriptions do Gen Z consumers have?
- How many paid media and entertainment subscriptions do you have? Have you added/dropped subscriptions since March of this year?
- How much do each of them cost?
- With the subscriptions you have, prioritize them from most to least important.
- Are there any that you have signed up for that you forgot you had?
Behind the numbers (Deloitte Digital media trends survey, 14th edition)
Among Millennials, 40% felt “overwhelmed” by the number of subscriptions they manage, and 43% intended to reduce them. For Gen Z and Gen X, these numbers hovered around 30%, suggesting that many consumers have signed up for more services than they can handle or afford. For providers, customer churn may become a growing problem.
Since the COVID-19 pandemic began, consumers we surveyed have been adding and cancelling subscriptions (figure 3). For example, 20% of US consumers made changes to their streaming music subscriptions: 12% added at least one service, 5% cancelled at least one, and 3% added some and cancelled others.
Check out this FinCap Friday on streaming services called The Endless Stream