Whether it’s streaming music or getting meal kits delivered, many of us are using our bank accounts to sign up to subscription services. We explore the latest statistics.
According to research, 9 in 10 people (88%) are signed up to at least one subscription service, which works out to be around 48.4 million UK adults. It’s estimated that the UK spends around £29.4 billion a year on subscription services. However, another study found that half (51%) of 18-34 year olds were considering cancelling at least one subscription in the next six months.
The average Brit spends £50.60 a month on subscription services. The average subscriber in the UK is signed up to at least 3 separate monthly services – and some people are subscribed to even more – although there are budgeting apps that help you identify any wasteful subscriptions.
The most popular type of subscription service in the UK is for TV and video streaming services such as Spotify, Netflix and Amazon Prime, which more than 2 in 3 UK adults (68%) regularly pay for, around 36.5 million people. Around half of Brits (50%) pay for a music subscription such as Spotify, Amazon Music or Apple Music.
This is followed by product delivery services, also known as subscription boxes, which are regularly paid for by 3 in 10 Brits (29%), over 15 million people.
Charitable donations and newspaper/magazine subscriptions were also popular, with 16% of Brits opting for each of these subscription services.
| Susbcription service | Percentage | Estimated number |
|---|---|---|
| TV/media streaming service | 68% | 36.5 million |
| Music streaming service | 50% | 26.8 million |
| Product delivery service subscription | 29% | 15.6 million |
| Charitable donations | 16% | 8.6 million |
| Newspapers and magazines | 16% | 8.6 million |
| Gym and wellness memberships | 13% | 7 million |
| Food and drink | 10% | 5.4 million |
| Credit reports/credit checkers | 8% | 4.3 million |
| Digital fitness and wellbeing | 6% | 3.2 million |
| Education | 6% | 3.2 million |
| Clothing and shoes | 6% | 3.2 million |
| Health and beauty | 5% | 2.7 million |
| Flowers, craft, chocolates, and other treats | 3% | 1.6 million |
Netflix is the most popular streaming service in the UK, with 18.1 million households subscribed in March 2026. This is closely followed by Amazon Prime, which has 13.7 million households paying for a regular subscription.
Disney+ is in third place with 7.8 million subscribers, while Discovery+ and Paramount are the UK’s next most popular streaming services, with around 3.5 million subscribed households. Other popular services include Apple TV (3.1 million) and NOW TV (2 million).
| Streaming service | Number of subscribed households in the UK |
|---|---|
| Netflix | 18.1 million |
| Amazon Prime | 13.7 million |
| Disney+ | 7.8 million |
| Paramount | 3.5 million |
| Discovery+ | 3.5 million |
| Apple TV+ | 3.1 million |
| NOW | 2 million |
Spotify is the most popular music subscription service in the UK, with over half (53%) of those who had paid to stream music doing so through the platform. Amazon Music is the second most popular choice, with more than two-fifths (43%) choosing it.
Apple Music was third most popular for paid music subscriptions among 29% of respondents, and YouTube Music wasn’t far behind with 27%.
| Susbcription service | Number of people |
|---|---|
| Spotify | 53% |
| Amazon Music | 43% |
| Apple Music | 29% |
| YouTube Music | 27% |
| iTunes | 21% |
| Soundcloud | 10% |
Food subscription boxes are the most popular category, with over half (53%) of people subscribed to delivery boxes opting for those related to food, including recipe kits. This is followed by beauty, with almost a third (31%) of subscribers choosing the boxes that deliver make-up, skincare and fragrance treats.
Book and magazine subscription boxes were the third most popular, with one-fifth (19%) of subscribers opting for these, followed by drinks (17%) and arts and crafts (13%). Just 1 in 10 (11%) decided that health and fitness subscription boxes were right for them.
| Susbcription box type | Percentage |
|---|---|
| Food and recipe boxes | 53% |
| Beauty | 31% |
| Books and magazines | 19% |
| Drinks | 17% |
| Arts and crafts | 13% |
| Health and fitness | 11% |
The UK’s most popular subscription box company is Graze, as snacking reigns supreme. 2 other food-based subscription companies also make it onto the top 5 list – with meal subscription services Hello Fresh in third place and Gousto in fifth place.
Beauty box companies also see a lot of success, with Birchbox in second place and Glossybox in fourth place. The products include make-up, skincare and fragrances, and recipients get a selection each month.
Matt Mckenna
UK Head of Communications
T: +44 20 8191 8806
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