Gen Z Subs To More Apps, Streaming Services

A study by Bango, a U.K.-based tech company, found that Gen Z Americans (born 1997–2012) subscribe to 26% more apps and streaming services than the average American, highlighting their significant engagement with digital media.

Here are the key details:

Subscription Volume and Cost: Gen Z averages 6.8 monthly subscriptions, compared to 5.4 for the broader U.S. population. These subscriptions cost Gen Z approximately $940 annually, reflecting their willingness to invest in digital services.

Preferred Services: Music subscriptions are the most popular among Gen Z, with 59% subscribing to at least one service (e.g., Spotify, Apple Music), outpacing the 43% of older Americans. Unlike other generations, streaming services like Netflix, Max, and Disney+ are not their top choice, with 56% of Gen Z subscribing compared to 75% of all Americans. Gaming subscriptions (e.g., Xbox Game Pass, PS Plus) are also notably popular, with 46% of Gen Z subscribing versus 22% overall, and they spend nearly twice as much on social app subscriptions.

Bundling Preference: Gen Z prioritizes convenience and cost savings, with 25% citing faster subscription access through bundles (e.g., via smartphone plans) and 36% noting better prices. Nearly three of their subscriptions (2.7) are paid indirectly through third-party bundles, and 32% are likely to cancel direct subscriptions for better bundle deals, compared to 20% of the general population. A significant 62% of Americans, including Gen Z, prefer bundled services, and 41% want a single management system for subscriptions.

The study, conducted between January and March 2025 with 5,000 U.S. consumers, underscores Gen Z’s role as the most subscribed generation, driving a trend termed “Multi-Subscription Normalization.” Their preferences for music, gaming, and social apps over traditional streaming reflect shifting entertainment priorities. Posts on X echo this, noting Gen Z’s high subscription rates and annual spending.

This trend aligns with broader media consumption patterns, as Gen Z’s high subscription rate contrasts with the declining share of time spent on ad-supported media, as noted in PQ Media’s 2025 forecast. Their engagement with diverse digital platforms underscores their influence on the evolving media landscape.