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- US Subscription Services Market Report 2024
US Subscription Services Market Report 2024
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The adoption of subscription services has surged in the past year, increasing from 65% in 2023 to 73% in 2024. Notably, the industry is not only gaining new users but also retaining them as active participants. There remains room for growth, as 15% of online shoppers have yet to subscribe to any service. Overall, online shoppers generally have a favorable view of subscriptions, but misconceptions about cost, quality, and flexibility remain barriers that need to be addressed to fully realize the potential of subscription services.
Price will always be a crucial factor in driving product purchases or trials. Subscription services must clearly communicate the savings compared to single purchases. However, price alone won’t suffice to encourage trials or retain subscribers. Companies need to provide consumers with control and flexibility in how they use the service. Additionally, subscription services have become a platform for unique products and smaller suppliers to gain visibility. The excitement of discovering new items enhances the appeal of subscription memberships, attracting interest especially from Gen Z, Millennials, parents, and multicultural shoppers.
Subscription services have grown, with potential for more users. Clear cost savings, user control, and hyper-personalization can boost performance further.
Vince DiGirolamo, Director, North America Reports
This Report examines usage and perceptions of online subscription services and automatic replenishment services across key categories (including beauty, food and drink, apparel, household products). Business models vary and are defined in this Report as follows:
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