Average monthly subscription spend by category
| Age group | Avg monthly spend | Avg # subscriptions | Most likely to forget |
|---|---|---|---|
| 18–24 (Gen Z) | $198/mo | 8.1 | Gaming, music, streaming |
| 25–34 (Younger Millennial) | $312/mo | 11.4 | Software, fitness apps, delivery |
| 35–44 (Older Millennial) | $401/mo | 13.8 | Kids content, home security, wellness |
| 45–54 (Gen X) | $374/mo | 12.9 | Antivirus, news, identity protection |
| 55–64 (Boomers) | $284/mo | 9.7 | Phone add-ons, entertainment, health |
| 65+ (Silent / older Boomers) | $218/mo | 7.2 | Streaming, phone insurance, cable |
| Service | % of US households subscribed | Avg monthly cost |
|---|---|---|
| Amazon Prime | 67% | $14.99 |
| Netflix | 54% | $15.49–$22.99 |
| Spotify / Apple Music | 48% | $10.99 |
| YouTube Premium | 31% | $13.99 |
| Disney+ | 30% | $13.99 |
| Hulu | 28% | $7.99–$17.99 |
| Microsoft 365 | 26% | $9.99 |
| iCloud+ | 24% | $0.99–$9.99 |
| Gym membership | 21% | $30–$60 |
| Adobe Creative Cloud | 12% | $54.99 |
| Finding | Data point |
|---|---|
| People underestimate their subscription spending | Average self-reported estimate is $86/month vs actual $329/month |
| The underestimation gap is growing | In 2019, the gap was $40/month. In 2026 it is $243/month |
| Annual plans create "set and forget" behavior | 62% of annual subscriptions auto-renew without active review |
| Free trials are the most common entry to forgotten subscriptions | 41% of unused subscriptions started as free trials |
| Households with children spend significantly more | +$127/month average vs households without children |
| Work-from-home drove permanent subscription increases | Remote workers average $58/month more in software subscriptions |
| Mobile app store billing obscures total spend | 24% of total subscription spend billed through Apple or Google - often uncounted |
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Methodology
CancelNest's subscription spending data is compiled from aggregated, anonymized usage data from the CancelNest Subscription Audit tool, supplemented by published data from C+R Research, the Consumer Technology Association, Statista, and the Federal Reserve's Survey of Consumer Finances.
All figures represent US household estimates. "Subscription" is defined as any recurring charge of $1/month or more for a digital or physical service. One-time purchases, insurance premiums, and utility bills are excluded. Annual subscriptions are converted to monthly equivalent rates.
Data is updated quarterly. Current figures reflect Q2 2026. Historical comparisons use equivalent-methodology data where available.
Last updated: June 2026 · Next update: September 2026