Survey: Streaming Video Subscriptions Top Winter Holiday Gift Requests

Streaming content subscriptions are on the top of consumers’ gift wish lists as the cost of subscription streaming video and audio services increase and the holidays approach, according to a survey conducted by Recurly, a subscription management and billing platform.

According to the survey, 63% of respondents said they would consider giving subscriptions as a gift, and 70% said they would be interested in receiving subscriptions as a gift themselves. Gen Z (73%) and Millennials (72%) spearheaded the majority saying they are interested in receiving subscriptions as gifts.

The Sept. 8 survey, based on 2,472 U.S. residents ages 18 and older who are planning to give gifts this holiday season, found that among Gen Z and Boomers, the top three preferred categories of subscription gifts to receive were streaming video (40%), retail (28%) and streaming audio (27%). Streaming video (54%), gaming (39%) and streaming audio (36%) represented the top three subscription categories most likely to be given as gifts.

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“This holiday, consumers are looking for gifts of experience and utility, and that translates directly to a desire for subscriptions,” Theresa McEndree, chief marketing officer at Recurly, said in a statement. “Subscriptions as a gift allows consumers to try something new or dig deeper into something they already love.”