Stat: US households shed nearly a third of paid subscriptions year on year

US – Research from Self Financial has found that the average American household has reduced the amount of paid subscriptions from an average of 4.1 in 2024 to 2.8 in 2025 – a 32% drop in a year. Monthly spending has fallen from £29.97 ($40.39, €34.32) to £27.45 ($37, €31.44), yet wasted payments remain high, with unused subscriptions costing individuals an average of £94.26 ($127, €107.95) annually.

Rising prices are the clear driver. Disney+, Hulu and Paramount+ all increased fees by about £1.50 ($2, €1.70) in the past year, while Apple TV+ prices rose by 30%. Nearly half of subscribers (49.7%) say they will tolerate no further increases. Crackdowns on password-sharing have also backfired, with 45.7% of respondents now more likely to stream content illegally.

While convenience still anchors demand, perceptions of value are slipping – only 40.9% believe subscriptions deliver quality content, down from 51.8% a year ago.

This reflects insights from our New Codes of Value report in which we highlighted the rise of circular disappointment and widespread consumer dissatisfaction.