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Singapore’s subscription addiction

Nearly 2 in 5 Singaporeans have more than 1 subscription service.

Subscription services have taken on a life of their own over the past few years. What started with TV streaming services has now expanded to lots of other consumer products from gym memberships to wardrobe rental services. And Singapore has gone crazy for them.

In fact, 69% of Singaporeans aged 16+, an estimated 2 million people, have a subscription service. Not only that but nearly 39% have more than 1 subscription and 19% have 3 or more. On average Singaporean subscribers spend S$57.69 every month on their subscription services, amounting to a whopping S$115 million. So what are we spending it all on? And who’s more likely to subscribe? Let’s unpack the stats.

What are the most popular subscription services?

Entertainment streaming platforms reign supreme for the most popular subscription services in Singapore. Netflix by far and away takes the top spot, with 51% of all Singaporeans aged 16+ subscribing to the platform. Surprised it’s not higher? We’re thinking the rest might be freeloading off someone in the family.

If you’re not streaming a movie or TV show, you’re likely streaming music, which is why it’s no surprise Spotify is the second most popular subscription service. In fact 37% of Singaporeans pay around S$10.71 every month (average cost of 3 packages) for the privilege.

Singtel Go and StarHub TV+ (previously StarHub Go) are also popular for Singaporeans, with 13% subscribing to each platform. Amazon Prime Video and HBO Go also made it in the top 5, with 12% and 8% of Singaporeans saying they’ve subscribed to these services, respectively.

Meanwhile, 6% of Singaporeans subscribe to a Tingkat meal delivery service and around 5% are subscribed to the workout app ClassPass.

Wardrobe rental services like Box of Style (now Curateur), MDS Collections and Style Theory weren’t as popular as the other categories included in the survey, with 3–4% of Singaporeans subscribing to these services.

Men are crazy for subscriptions

Men are much more likely to have a subscription service than women, with 75% of men having a subscription service compared to just 63% of women. In fact, men are more likely to have a subscription to any of the 13 subscription options included in our survey, with Netflix seeing the biggest gap between genders at 11 percentage points.

The younger you are, the more likely it is you’ve got a subscription addiction

Overwhelmingly, Singaporeans aged 16–24 are most likely to have a subscription, with a whopping 84% having at least 1. Meanwhile just 59% of people aged 45–54 and 51% of those aged 55+ have a subscription.

High-income earners more likely to take out a subscription

Households earning a monthly income over S$9,000 are more likely to take out a subscription than those earning less, with 75% of people earning S$9,000–S$11,999 and 72% of those earning more than S$12,000 saying they have at least one.

Those with a monthly income of less than S$3,000 are least likely to have a subscription, with just 65% saying they have at least one.

Interestingly, one of the biggest gaps across income brackets was for Amazon Prime, with double the percentage of people earning over S$12,000 (18%) subscribing to the platform than those earning S$3,000–S$5,999 (9%). While that’s not surprising in and of itself, it is given Amazon Prime is one of the more affordable streaming services on our list, with a monthly cost of just S$2.99. Perhaps it’s a little luxury people do away with if they can.

Image: Getty

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