全球订阅和定期付款市场（2023 年）

全球订阅和经常性支付市场由数字钱包、一键支付等塑造，并随着 Netflix、Spotify 和 Amazon Prime 等流媒体平台的加速增长。 教育、餐饮、停车等传统服务也流行订阅模式，因此这些行业的企业也纷纷采用循环付费。

本报告研究和分析全球订阅和经常性支付市场，提供包括市场洞察、市场分析和公司概况在内的系统信息。

内容

第一章管理概述

第二章世界

• 订阅市场概览和趋势，2022 年 10 月 (1/2)
• 订阅市场概览和趋势，2022 年 10 月 (2/2)
• 定期支付市场概览和趋势，2022 年 10 月
• 订阅经济市场价值（十亿美元，2022 年和 2026 年）
• 订阅业务的关键指标，2022 年 10 月 (1/2)
• 订阅业务的关键指标，2022 年 10 月 (2/2)
• 订阅业务的主要优势，2022 年 10 月
• 领先的 B2C 电子商务订阅业务模式，2022 年 10 月
• 2021 年 12 月除“娱乐和 SVOD 类别”外的订阅者（按行业）占订阅者总数的百分比
• 2021 年 12 月总订阅客户的同比增长率，不包括娱乐和 SVOD 类别（同比增长率，按行业）
• 2021 年 12 月平均每月订阅者增长率（同比增长率），不包括娱乐和 SVOD 类别
• 2021 年 12 月按行业划分的每月经常性收入（百万美元）和每月经常性收入增长率 (%)，不包括“娱乐和 SVOD 类别”
• 2021 年 12 月按行业划分的平均订单价值增长率 (%)，不包括娱乐和 SVOD 类别
• 2021 年 12 月各行业的生命週期货币增长率 (%)，不包括“娱乐和 SVOD 类别”
• 过去 12 个月的客户保留率，不包括“娱乐和 SVOD 类别”的客户百分比（2021 年 12 月）：按行业
• 订阅经济年收入增长率（%）与标准普尔 500 指数收入增长率（2019-2021）
• 订阅经济的年收入增长率（%）相对于标准普尔 500 指数的收入增长率（2022 年第一季度 - 2022 年第二季度）
• 订阅经济指数季度收入增长 (%)（2020 年第一季度 - 2021 年第四季度）
• 订阅经济指数中的平均流失率 (%)（2019-2021）
• 订阅经济指数增长 (%)（2021 年）：按部门
• 2020 年和 2021 年订阅应用程序的前 100 名消费者支出（十亿美元，按收入渠道）
• 在订阅收入中所占份额最大的主要细分市场（占全球收入的百分比）（2022 年）
• 提供订阅服务的直接面向消费者的公司所占百分比（2023 年）
• 如果生活成本上升“订阅”（成年人的百分比）将减少的成年人百分比（2022 年 5 月）
• 如果生活成本上升将削减流媒体订阅的成年人比例（占成年人的百分比）（2022 年 5 月）：按国家/地区分类
• 2022 年 5 月至少取消一项订阅併购买至少一项订阅的成年人比例（成年人百分比）（1/2）：按国家/地区分类
• 2022 年 5 月至少取消一项订阅併购买至少一项订阅的成年人比例（成年人百分比）（2/2）：按国家/地区分类
• 2022 年 1 月，在过去 12 个月内取消并重□□新註册付费流媒体视频服务的一代人（受访者百分比）(%)：按国家/地区分类
• 订阅 OTT 视频服务的用户数量（十亿）和同比 (%)，（2020-2025 年）

第三章北美

• 美国
• 加拿大

第 4 章欧洲

• 英国
• 德国
• 法国
• 俄罗斯
• 土耳其

第 5 章亚太地区

• 中国
• 印度
• 日本
• 澳大利亚

第六章拉丁美洲

• 巴西
• 墨西哥

第 7 章中东和非洲

• 伊朗
• 以色列

"The subscription economy is set to see a surge in growth post COVID-19, with consumers shifting towards subscriptions of physical goods": new yStats.com report

The US market occupies a dominant position in the subscription and recurring payments market.

Consumers worldwide have seen the benefits of the subscription economy in the face of the outbreak of the pandemic. The US market is no exception to this trend, as general subscription e-commerce sales in the US are increasing, with forecasted sales reaching a double-digit value in certain billion US dollars by 2024. Furthermore, the number of digital buyers is also anticipated to increase steadily from 2019 to 2024, with growth rates remaining constant post-2021, as revealed by the latest yStats.com report. The consumer expenditure on the top 100 subscription apps of both the App Store and Google Play also experienced a significant rise in growth rates between 2020 and 2021, with the total consumer spending reaching a new sales high by the end of 2021. In terms of generations, millennials had the highest number of subscriptions as of 2021, with most millennials indicating that they subscribe for convenience and to save money. Furthermore, millennials were also among those who favored new introductory offers and subscription gifting options when compared to other age groups in 2021. With Subscription Video on Demand revenues in the US forecasted to grow at a modest CAGR between 2021 and 2024, the average number of paid music subscriptions also showed acceleration since 2019 and reached a value in the millions as of 2021. Paid subscriptions are continuing to increase in popularity among US consumers, with more than three-quarters of the streaming revenue coming from paid subscriptions as of 2021. In Q4 2021, most households in the US indicated that they had a subscription to a video service, and more than half of the subscribers surveyed had plans to increase their retail subscriptions in the future.

Digital wallets, BNPL, One-click payment, among others are some trends shaping the subscription and recurring payments market, with payment processors adding new recurring payment features.

Due to the growth of the subscription-based business model, recurring payments have become popular among customers and merchants alike. Recurring payments saw a boom mainly due to the acceleration of streaming platforms such as Netflix, Spotify, Amazon Prime, and others. As subscription models are becoming popular even in traditional services such as education, food & beverages, parking lots, among others, companies within these sectors are also implementing recurring payments in their operations. Consumers subscribing to various subscription services demand frictionless methods of payment such as BNPL, digital wallets, and ACH, with ACH gaining popularity due to its cost-efficiency and reliability, as stated in the new yStats.com report. There is also a rise in demand for faster payment options such as biometric and crypto payments, along with one-click payments and auto-renewal of subscriptions.

Table of Contents

1. Management Summary

2. Global

• Subscription Market Overview and Trends, October 2022 (1 of 2)
• Subscription Market Overview and Trends, October 2022 (2 of 2)
• Recurring Payment Market Overview and Trends, October 2022
• Market Value of Subscription Economy, in USD billion, 2022 & 2026f
• Key Metrics for a Subscription Business, October 2022 (1 of 2)
• Key Metrics for a Subscription Business, October 2022 (2 of 2)
• Key Benefits of a Subscription Business, October 2022
• Top B2C E-Commerce Subscriptions Business Models, October 2022
• Share of Subscribers, by Verticals, Exclusive of "Entertainment And SVOD Categories", in % of Total Subscribers, December 2021
• Year-On-Year Growth of Overall Subscription Customer Count, by Verticals, Exclusive of "Entertainment And SVOD Categories", in % of Y-O-Y Growth, December 2021
• Percentage Increase in Average Monthly Subscribers, by Verticals, Exclusive of "Entertainment And SVOD Categories", in % of Y-O-Y Growth, December 2021
• Monthly Recurring Revenue, in USD million, and MRR Growth Rate, by Verticals, Exclusive of "Entertainment And SVOD Categories", in %, December 2021
• Average Order Value Growth Rate, by Verticals, Exclusive of "Entertainment And SVOD Categories", in %, December 2021
• Lifetime Value Growth Rate, by Verticals, Exclusive of "Entertainment And SVOD Categories", in %, December 2021
• Share of Customer Retention Rate in Past 12 Months, by Verticals, Exclusive of "Entertainment And SVOD Categories", in % of Customers, December 2021
• Annualized Subscription Economy Revenue Growth vs S&P 500 Revenue Growth, in %, 2019-2021
• Annualized Subscription Economy Revenue Growth vs S&P 500 Revenue Growth, in %, Q1 2022-Q2 2022
• Subscription Economy Index Quarterly Revenue Growth Rate, in %, Q1 2020 - Q4 2021
• Subscription Economy Index Average Churn Rate, in %, 2019-2021
• Subscription Economy Index Growth Rate, by Sectors, in %, 2021
• Consumer Spending in Top 100 Subscription Applications, by Revenue Channel, in USD billion, 2020 & 2021
• Top Segment That Will Account for the Largest Share of Subscription Revenue, in % of Global Revenue, 2022e
• Share of Direct-to-Consumer Companies That Will Offer Subscription Services, in %, 2023f
• Share of Adults Who Would Make Cutbacks In Case the Cost-of-Living Increases, by Areas, incl. "Subscriptions", in % of Adults, May 2022
• Share of Adults Who Would Make Cutbacks to Streaming Subscriptions In Case the Cost-of-Living Increases, by Country, in % of Adults, May 2022
• Share of Adults Who Have Cancelled At Least One Subscription vs Those Who Have Purchased At Least One Subscription, by Country, in % of Adults, May 2022 (1 of 2)
• Share of Adults Who Have Cancelled At Least One Subscription vs Those Who Have Purchased At Least One Subscription, by Country, in % of Adults, May 2022 (2 of 2)
• Generations That Cancelled And Resubscribed Paid Streaming Video Services Within the Last 12 Months, by Country, in % of Respondents, January 2022
• Subscription OTT Video Service Users, in billions, and Year-on-Year Change, in %, 2020-2025f

3. North America

• 3.1. USA
  • Subscription B2C E-Commerce Sales, in USD billion, and Year-on-Year Change, in %, 2019-2024f
  • Share of Subscription Sales, in % of Total Retail B2C E-Commerce Sales, 2019-2024f
  • Number of Digital Subscription Buyers, in millions, and Year-on-Year Change, in %, 2019-2024f
  • Consumer Spending in Top 100 Subscription Applications, by Revenue Channel, in USD billion, 2020 & 2021
  • Average Number of Retail Subscriptions Held by Consumers, by Generation, in Absolute Numbers, October 2021, March 2022, & May 2022
  • Average Number of Retail Subscriptions Held by Consumers, by Income, in Absolute Numbers, October 2021, March 2022, & May 2022
  • Top Reasons Why Millennials Sign up for Subscriptions, in % of Millennials, 2021
  • Share of Respondents in Favor of Introductory Offers, vs Those in Favor of Subscription Gifting, by Generations, in %, 2021
  • SVOD Revenue, in USD billion, 2021 & 2024f
  • Average Annual Paid Music Subscriptions, in millions, 2019-2021
  • Share of Revenue From Paid Subscription, in % of Streaming Revenue, 2021
  • Share of Households Having a Video Subscription Service, in %, Q4 2021
  • Share of Subscribers Planning to Change Their Retail Subscription Usage Post Pandemic, in %, October 2021
  • Top Payment Processors for Recurring Payments, incl. Overall, Pricing & Contract, Recurring Payment Types, General Features, and Expert Scores, April 2022
  • Top Payment Processors for Recurring Payments, incl. Pros, Cons, and Recurring Payment Features, April 2022 (1 of 3)
  • Top Payment Processors for Recurring Payments, incl. Pros, Cons, and Recurring Payment Features, April 2022 (2 of 3)
  • Top Payment Processors for Recurring Payments, incl. Pros, Cons, and Recurring Payment Features, April 2022 (3 of 3)
• 3.2. Canada
  • Share of Respondents Subscribing to a SVOD Service, in %, 2021

4. Europe

• 4.1. Regional
  • Number of SVOD Subscriptions, in millions, 2021 & 2027f
  • Number of SVOD Subscriptions, by Platforms, in millions, 2027f
  • SVOD Revenue, in USD billion, 2021 & 2027f
  • Number of SVOD Subscriptions, in millions, 2021 & 2027f
  • Share of Customers Who Spent More Money on a Category After Getting a Subscription, in %, Q1 2022
  • Share of Customers Who Reduced Time Spent on Usage of Similar Services After Getting a Subscription, in %, Q1 2022
  • Top Factors Motivating Customers' Decision to Purchase Subscription, in % of Respondents, Q1 2022
  • Top Factors Motivating Customers to Switch to a New Subscription Provider, in % of Customers, Q1 2022
  • Top Barriers That Stop Customers From Buying Any Subscription, in % of Customers, Q1 2022
• 4.2. UK
  • Subscription Market Value, in GBP billion, 2021 & 2025f
  • Share of Households Who Signed Up to at Least One Subscription, in %, 2021 vs June 2022
  • Top Categories in Which Consumers Signed Up for a Subscription, in % of Consumers, 2021 vs 2022
  • Average Price That Online Shoppers are Willing to Pay for Subscription Services, by Product Categories & Price Levels, in % of Online Shoppers, August 2022
  • Top Reasons Why Online Shoppers Do Not Subscribe to Subscription Services, in % of Online Shoppers, August 2022
  • Breakdown of Online Shoppers Who Had to Cancel Their Subscription Services, in %, August 2022
  • Share of Consumers Who Cancelled At least One Subscription Due to Decrease in Disposable Income, in %, June 2022
  • Top Strategies of Subscription Providers to Combat Declining Subscriptions, in % of Subscription Providers, June 2022
  • Factors That Would Make Consumers More Likely to Sign Up to Subscriptions in the Future, in % of Respondents, June 2022
  • Number of Households Having Access SVOD Service, in millions, Q1 2022 vs Q2 2022
• 4.3. Germany
  • Share of SVOD Household Penetration, in %, Q1 2022
  • Share of Subscription Service Consumers Who Cancelled a Subscription to Make Way for a New One, in %, Q1 2022
  • Share of Consumers Who Chose a SVOD Subscription Mainly for Relaxation, in %, Q1 2022
  • Share of Households Having a SVOD Subscription, by Generation, in %, Q1 2022
• 4.4. France
  • Share of Respondents Who Plan to Maintain or Increase Their Subscriptions in the Next 12 Months, in %, May 2022
  • Share of Families Who Have Between 2 and 5 Subscriptions, in %, May 2022
  • Share of Families Who Increased Their Subscription Spending Last Year, in %, May 2022
  • Top Reasons For Respondents to Subscribe to Services, in % of Respondents, May 2022
• 4.5. Russia
  • Share of Respondents Having Either a Free Or Paid Subscription to Online Cinema, in % of Respondents, Q2 2021-Q2 2022
  • Breakdown of Attitudes Towards Subscription Among Online Shoppers, in % of Online Shoppers, November 2021
  • Share of Subscriptions Among Those With an Annual Income of More Than RUB 75 Thousand, in % of Respondents, November 2021
• 4.6. Turkey
  • Mobile Subscriber Penetration Rate, in % of Smartphone Users, 2021 & 2025f
  • Share of Customers Who Were Unaware of Subscriptions Until Given an Example of One, in %, Q1 2022

5. Asia-Pacific

• 5.1. Regional
  • SVOD Revenue, in USD billion, 2021 & 2027f
  • Number of SVOD Subscriptions, in millions, 2021 & 2027f
• 5.2. China
  • Share of SVOD Subscriptions, in % of Region's Total Subscriptions, 2027f
• 5.3. India
  • Number of SVOD Subscriptions, in millions, 2021 & 2027f
• 5.4. Japan
  • Domestic Subscription Service Market Size, in JPY billion, and Year-on-Year Change, in %, 2020-2024f
  • SVOD Revenue, in USD billion, 2022e & 2027f
  • Monthly Average SVOD Revenue Per Unique SVOD Household, in USD, 2022e & 2027f
• 5.5. Australia
  • SVOD Revenue, in USD billion, 2021 & 2026f
  • Breakdown of Subscription Models Used by Online Shoppers, by Subscription Category, in % of Online Shoppers, August 2022
  • Share of Online Shoppers Holding Non-Traditional Subscriptions, in %, August 2022
  • Reasons Why Non-Subscribers Do Not Subscribe to a Service, in %, August 2022

6. Latin America

• 6.1. Regional
  • SVOD Revenue, in USD billion, 2021 & 2027f
  • Number of SVOD Subscriptions, in millions, 2021 & 2027f
  • SVOD Revenue, by Platform, in USD million, 2027f
• 6.2. Brazil
  • Share of Respondents Who Claim To Subscribe Or Have Already Subscribed to a Service For Watching Movies or Series Online, in %, April 2022
  • Share of Respondents Who Cancelled a Subscription To a Streaming Service, in %, April 2022
• 6.3. Mexico
  • Number of SVOD Subscriptions, in millions, Q1 2022 & Q2 2022
  • Breakdown of SVOD Subscription Share, in % of Total Users, Q2 2022
  • Breakdown of Payment Methods Used for SVOD Subscriptions, in % of Total Users, Q2 2022

7. Middle East & Africa

• 7.1. Regional
  • Number of Unique Mobile Subscribers, in millions, 2021 & 2025f
  • Mobile Subscriber Penetration Rate, in % of Smartphone Users, 2021 & 2025f
  • Mobile Subscriber Penetration Rate, in % of Smartphone Users, 2021 & 2025f
  • SVOD Revenues, in USD billion, 2021 & 2027f
  • Number of Paid SVOD Subscriptions, in millions, 2021 & 2027f
• 7.2. Iran
  • Mobile Subscriber Penetration Rate, in % of Smartphone Users, 2021 & 2025f
• 7.3. Israel
  • Mobile Subscriber Penetration Rate, in % of Smartphone Users, 2021 & 2025f