There’s a divide in how different generations use and value media subscriptions that aren’t discussed often enough.
The divide is not just about what different generations consume—but how, why, and how long they stick around.
Streaming, news, gaming, and even creator content… the ways people engage with subscriptions tell us a lot about their habits, preferences, and expectations.
The insight matters—whether you’re in media, retail, or any business leaning into recurring revenue.
This is the first article in a two-part series about generations and subscriptions.
- Part 1 focuses on generational subscription behaviours and habits
- Part 2 focuses on bundling, pricing, optimisation and retail brands [Read it here]
| Generations Cheat Sheet | Dates Born (Give/Take) |
| Gen Z | 1997-2012 |
| Millennials | 1981-1996 |
| Gen X | 1965-1980 |
| Baby Boomers | 1946-1964 |
Digital Subscription Divide
The Champs of Streaming
Subscription-based streaming one of the most commonly and widely adopted form of digital subscription. According to data from YouGov, 42 per cent of US adults say they use subscription-based services to watch movies (compared to 32 per cent watching films for free on TV and 29 per cent using free streaming, downloading or torrent sites).
Diving deeper into the data, we see:
- Subscription streaming services among 18-24-year-olds is at 35 per cent. (Around 31 per cent in this age group use free streaming and downloading sites).
- Subscription streaming is most popular in the age groups 35-54, with 48 per cent.
- Older adults aged 55 and above, are more inclined to watch films for free on TV (42 per cent).
Naturally, we have to bear in mind that income plays a role.
According to YouGov, subscription services are preferred by 55% of higher-income earners, compared to 36% of lower-income groups. 48% of middle-income individuals rely on streaming services.
Millennials are subscription champs.
Subscriptions platform Bango’s data shows that the average US subscriber has 4.5 subscriptions, with Millennials the generation most likely to have between 6 and 11 subscriptions. These are mostly made up of video streaming services like Netflix.
Millennials are also the most likely to spend above $100 per month on subscriptions when compared with other generations, with 35-44-year-olds the biggest spenders of all the age groups.
Gen Z, with less expendable income, isn’t far behind Millennials.
A quarter (25 per cent) pay for between 6 and 10 subscriptions. After SVOD (subscription video on demand), music services and gaming rank high. Unlike Millennials, they aren’t as likely to spend more than $100 a month.
According to Bango, Gen X will likely have five or fewer subscriptions. Compared with Millennials and Gen Z, Gen X controls their spending more. Over half (55%) know what they spend on monthly subscriptions. Regarding the type of subscription, film and TV are the most popular, closely followed by retail services like Amazon Prime.
Boomers have the least subscriptions, with 87% having five or fewer. They spend the least on subscriptions – 82% keep the tab below $100/month. According to this survey, nearly half expressed little interest in new subscriptions. They prioritise streaming video-on-demand services, including Netflix alongside Amazon Prime, rather than more niche subscriptions.
The Champs of News and Digital Media
International media industry body FIPP produces a quarterly subscription snapshot.
According to their 2024 Q2 report, The New York Times (The Times) led in subscriptions, crossing the 10.8 million subscribers mark in early 2024. Second was The Athletic, owned by The Times, with 5.3 million subscribers; third was The Wall Street Journal, with 4.2 million. Other notable entries included newsletter platform Substack (3 million), luxury media brand Barron’s (1.3 million) and UK consumer publication Which? (500,000).
As with streaming, there are generational differences.
According to the Reuters Institute Digital News Report 2024, subscription rates are highest among older demographics, particularly those over 50.
Relying on alternative digital hubs such as social media and aggregators for news, younger generations are significantly less likely to pay for digital news. Several younger subscribers also reported signing up thanks to discounted trials but cancelling before moving to full-price subscriptions.
That said, it is not all lost for capturing younger generations. According to the American Press Institute, about half of Gen Z (in the US, ages 16–24) report paying for or donating to some news content (including non-traditional forms like independent creator newsletters or podcast subscriptions).
General Subscription Archetypes
If you had to stereotype each group’s relationship with subscriptions, it might look like this:
Gen Z:
They are selective but experimental. They sign up for a service because of a specific experience—a hotly anticipated series, a much-talked-about game, or an admired influencer. They leave quickly if the value isn’t sustained. They are prone to cycling and cancelling.
Millennials:
They are the most embedded subscribers. They juggle entertainment, news, retail, and fitness subscriptions. Personalisation and convenience matter more than raw price. They’re flexible, digitally native, and used to trying new services.
Gen X:
They’re reliable and pragmatic. They subscribe when the value is clear and are more likely to keep a service long-term if it fits into daily life. They have fewer subscriptions but offer more stability.
Boomers:
They are cautious and cost-sensitive. They value simplicity, quality, and familiarity. Many still prefer legacy brands and services that resemble what they’ve always used—especially if they combine value (e.g. Prime) with ease.
What this means for UX
This means brands must think about UX for each generation. For example:
Gen Z and Millennials
- Mobile-first, clean interfaces with fast onboarding.
- Personalised content and smart recommendations from the start.
- Easy trial sign-ups, plan switching, and cancellations.
Gen X
- Clear layouts, straightforward language, and no gimmicks.
- Easy access to billing, account settings, and bundled features.
- Functionality over flash—practical value must be obvious.
Boomers
- Simple, readable interfaces with minimal distractions.
- Prominent support and trust signals (security, reviews, contact options).
- Transparent billing and clear instructions at every step.
Takeaways for Subscription Brands
These subscription patterns have several implications. When developing your subscription strategy, consider::
- Marketing, UX and pricing strategies must shift based on your target age group.
- Don’t assume younger subscribers are less loyal. They are more agile. Churn is built-in, and they’ll return if you play it smart.
- Older generations aren’t Luddites. However, they are more demanding about value, simplicity and trust. They appreciate subscriptions that integrate into their daily lives (e.g., Amazon Prime and Netflix).
- Personalisation, flexibility, and trialability are non-negotiables for Gen Z and Millennials. They’re also essential conversion drivers.
- Media, retail, and lifestyle brands can all benefit from tailoring their offer design to each generation’s mindset.
In the Next Part of This Article:
In Part 2 on this topic, I look at what this means for how brands build, price, and design subscriptions, payment preferences, churn management, bundling and beyond. I also include some insights from Atlas, the recurring revenues advisory. Read it here.
Love this Topic? Here’s More to Read
Here are some suggestions.
- GenZ, Millennials Love Subscriptions, Baby Boomers are Dubious (link)
- Video Streaming Stats (2024) (link)
- Trust, Paywalls and Generation Social (link)
- Re-evaluating Direct-to-Consumer (link)
- Are Super-Bundles the Future of Subscription-Streaming? (link)
- Free Filming Still Holds Appeal Among Americans (link)
- Which Gen Z and Millennials Pay for or Donate to News (link)
- Deloitte’s 2023 digital media trends (link)
- Deloitte’s 2024 digital media trends (link)
- Video-Streaming Services: Can Gen Z and Millennials Binge Again (link)
- Streaming and Social Platform Habits Survey (link)
- Reuters Institute Digital News Report (2024) (link)
- FIPP’s Quarterly Global Digital Subscription Snapshots (link)
- Generational insights that will impact your subscription marketing (link)
- The Gen Z e-commerce shopping trends your subscription brand should know (link)
- Gen Z shopping habits and retail trends in 2024 (link)
- Nearly 40% of Millennials rely on retail subscriptions for shopping (link)
- Understanding consumer trends: A generational breakdown (link)
- Generational breakdown: Understanding the Baby Boomer consumer (link)
- Also check out Atlas, Robbie Kellman Baxter and The Audiencers.
Cobus Heyl
Heyl is a Content Partner at Atlas and Founder of That Coalition, a fractional event services and content provider.
Heyl has worked with third-party clients such as Chartbeat, Lineup Systems, and Tubular Labs in Europe and the US, Prospect in the UK, and industry bodies such as PRCA (Communications and Public Affairs) in the UK, MVFP (German Publishers Association) and the Association of Indian Media (AIM).
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