A third of Brits cut back on subscriptions

A third of Brits cut back on subscriptions

Virgin Media O2 has shared data showing over a third of Brits have cut back on subscriptions as the cost of living bites.

Despite Netflix, Disney Plus and Spotify increasing prices this year, the data shows streaming and music services are bucking the wider trend and remaining popular as Brits cut back on subscriptions including fitness and wellbeing, wine and beverage and meal kits.

Key findings show that 35 per cent of Brits use fewer subscription services than during the pandemic, with only 17 per cent using more. Of those who have cut back, 48 per cent cited cost considerations, 33 per cent said they had less free time and 30 per cent cited a return to normal routine. Bucking the trend, the percentage of the public using streaming services such as Netflix has increased from 48 per cent to 50 per cent. Gaming subscriptions remain consistent compared to pandemic levels.

Used during pandemic Used in the last 2 months
Meal kit subscriptions (e.g. HelloFresh, Home Chef) 13 per cent 10 per cent
Wine and beverage subscriptions 10 per cent 8 per cent
Fitness and wellbeing subscriptions (e.g. Peloton) 12 per cent 10 per cent
Streaming services (Netflix, Disney+, etc.) 48 per cent 50 per cent
Beauty subscriptions (e.g. Glossybox, Cohorted, etc.) 7 per cent 7 per cent
Music and podcast subscriptions (e.g. Spotify, Apple Music) 18 per cent 20 per cent
Gaming subscriptions (e.g. PlayStation Plus, Xbox Games Pass, etc.) 14 per cent 14 per cent

50 per cent of businesses say customers are using online shopping more than they were in the first quarter of the year. When asked directly, 59 per cent of the public say they have shopped online in the past month, while 40 per cent used home delivery. However, 71 per cent shopped in person showing there is still an appetite for in-person shopping. 44 per cent of consumers reported that they are more budget-conscious than three months ago when shopping. 44 per cent of the public shopped second-hand once or more last month, this rises to 62 per cent of 18–34-year-olds.


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