Number of Australian adults with a subscription service increases 11 percentage points

Research from a survey  by Zuora has found that 78% of Australian adults have at least one subscription service, up from 67% in 2018. Zuora also found that Australia had equal first place for growth rate in subscription usage.

The global study was conducted across Europe, the United States, Oceania and Asia. Australia ranked sixth overall in terms of percentage of subscribers. China took first place, with 89%, followed by Spain and then Italy.

Zuora surveyed 13,000 adults across 12 countries, from the United Kingdom, the United States, Germany, Japan, Singapore, China, Italy, France, Spain, the Netherlands, New Zealand and Australia. Over 1,000 Australian adults participated in the research.

Marc Gagne, general manager for Australia and New Zealand, said: “Five years ago, only about half of Australian adults said they subscribed to a service. The fact that this figure is now very close to eight in every ten, shows that a very major shift has taken place.

“We know from the research that there are several reasons for the change. It’s true that some are circumstantial – we can’t underestimate the effect of COVID-19, for example – but this is a long-term trend and Australians are preferring subscriptions for personal reasons, as well.”

Every country had an increase in people reporting they had at least one subscriptions. The average number of subscription services was three, up from two and a half in 2018.

The subscription service type with the highest demand in Australia was for TV and movies, followed by music services and grocery delivery.

Gagne added: “It’s no surprise that during this pandemic people sought entertainment they could enjoy from their couch, as well as alternative ways of ordering groceries. But we’ve also seen very significant increases in subscriptions in the health, education and business-to-business categories.”

Zuora is a cloud-based subscription management platform provider.

In 2016, research from Zuora found a shift of brands to a subscription based model.


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