Only 19% of U.S. consumers now pay for digital subscriptions, according to "Succeeding With Subscriptions," a study by Toolkits and National Research Group.
Of those polled, 54% have never subscribed and 19% previously did so. The remainder don’t know.
But digital subscriptions are expected to generate over $11 billion by 2025, the study states.
By generation, 61% of Gen Z has two to five subscriptions, narrowly beating millennials and Gen X, at 60% apiece. Only 43% of boomers fall into this category.
But boomers are mostly likely to own one subscription (55%), versus 30% for Gen X, 23% for millennials and 27% for Gen Z. At 17%, millennials lead when it comes to have five or more subscriptions.
That doesn’t mean content is equally used: 46% subscribe to at least one publication they access less than once per month.
But, in general, they say they access content:
Those who subscribe are paying for these types of content:
These are additional findings from a survey of 2,509 consumers conducted in August 2022 by Toolkit and National Research Group. In November, they reported that 53% of consumers attempt to bypass paywalls on publishers’ websites. And 69% avoid clicking through when they know the site has one.