There’s been some talk recently about the potential challenge of ‘subscription fatigue’ – referring to the point when people think they’re paying for too many digital/entertainment subscriptions, and balk at the idea of adding more. eMarketer’s latest report suggests that this isn’t a headache yet.
“Subscription fatigue be damned,” is the punchy opener to the company’s blog post explaining why. “More than a third of Americans believe they will increase the number of subscription services they use in the next two years.” It notes that on average, Americans subscribe to three subscription services, up from 2.4 five years ago.
In the US, 57% of respondents said they’re interested in using TV and video-on-demand services, while 38% said they’re interested in music-subscription services. That may offer a ceiling of sorts for the likely growth in music subscriptions Stateside – although it may also encourage YouTube, Pandora and Spotify in their arguments that people who aren’t up for paying (62% of the population, if this survey is correct) can still generate revenues for the music industry from ad-supported listening. Also interesting: eMarketer cites a survey by Zuora (a company involved in subscription-billing technology) suggesting that in China, 53% of respondents think they’ll be using more subscription services in two years’ time. That’s encouraging, as the music industry there hopes more of the hundreds of millions of music-streamers will start paying.