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27 November 2020
Subscription services to retain new lockdown users
Subscription modelsOnline video audiencesUnited Kingdom
More than a third of UK consumers signed up to a new subscription service during lockdown and the majority are likely to continue with them in the future, new research indicates.
For The Kite Factory media agency, YouGov surveyed 2,141 consumers and covered all types of subscriptions from video streaming to pet boxes to capture the whole market: 37% signed up to at least one new subscription service in lockdown; 72% intend to continue with this post-lockdown.
What were they subscribing to?
Video streaming services were most popular: 3 in 5 people signed up to a new one.
Younger consumers were most likely to sign up to a music streaming service (41%) and twice as likely sign up to fitness, health and wellbeing services.
Pet owners welcomed the convenience of pet food subscription services – none of them were likely to cancel in the next six months.