How Many Subscriptions Does the Average Person Have in 2026?
Data and research on the average number of subscriptions per person in 2026, broken down by country, age group and income level.
Subscription counts have risen every year since streaming went mainstream. In 2026, the average numbers — and the gap between what people think they pay for and what they actually pay for — are striking.
The Average Number of Subscriptions in 2026
European adults average 11.4 active subscriptions in 2026. US adults average 13.7. When asked how many subscriptions they have, the median estimate is 6 — less than half the actual number. The gap between estimated and actual subscription count has grown every year since 2018.
The Forgotten Subscription Problem
The most interesting data point: approximately 40% of active subscriptions are not recalled when people are asked how many they have. These are the charges on payment methods that are rarely reviewed, at prices low enough not to trigger concern. Annual subscriptions are the most commonly forgotten — the charge comes once, triggers brief concern, and is forgotten by the next cycle.
Frequently Asked Questions
How many subscriptions does the average person have in 2026?
The average European adult has 11.4 active subscriptions in 2026. US adults average 13.7. Most people underestimate their count by about half when asked.
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