Countries Covered: France, Germany, Russia, Turkey, UK
Publication Date: 05/10/2021
Questions Covered in the report:
- What are the top reasons for consumers to cancel subscriptions globally in 2021?
- What is the value of the European subscriptions market in 2021 and how it is forested to change by 2025?
- What are the top subscription categories in Europe in 2021?
- What is the share of shoppers who signed up at least to one subscription box in the United Kingdom?
- What are the top payment methods for subscriptions in 2021 in Germany?
Subscriptions purchasing model is gaining momentum post-COVID-19 in Europe: new yStats.com report.
The COVID-19 pandemic accelerated the trend for subscriptions and recurring payments
The subscriptions and recurring payment markets are still rather young, but they are developing fast, especially after the onset of COVID-19. According to a 2021 survey cited in the new yStats.com publication, almost 40% of respondents signed up for new services during the pandemic, as they expected these services would help them to navigate these times better. For example, in the United Kingdom, around 20% of the new box subscribers chose this option because they were not able to visit physical store. Furthermore, for businesses in in 2021, the fact that even a higher share did so because they simply enjoy the subscription model must be revealing. Generally, in the countries considered in the present market report, absolute figures of the subscriptions market sales values were set to grow significantly in the near future. Despite this, when it comes to growth rates, they are expected to be less pronounces in the time span of four to five years. This is, however, something to expect, since as the market mature, they grow more slowly. Regarding the specific payment methods, across select developed global markets, the majority B2C companies chose digital wallets for recurring payments, while B2B companies preferred bank wire transfers. Lastly, global B2B & B2C businesses made their plans to invest substantially in expanding or upgrading recurring payment service implementation, and a further significant share of enterprises plan to implement similar solutions in 2021.
Certain product categories are especially successful inside the European subscription business model
Both globally, and in Europe specifically, “Boxes”, “Video”, and “Multiservice subscriptions” were the top three categories for consumers to have a subscription in 2020 and in 2021 and were expected to remain the leaders in 2025. Additionally, while in Europe the ranking was expected to stay the same in 2025, among the global consumers, “Multiservice subscriptions” were forecasted to outpace “Video”, according to the new yStats.com report. Specifically in the United Kingdom, the top platforms to subscribe to were Amazon, followed by Graze and Nextunlimited. Moreover, among the subscribers, three quarters were subscribed to more than one service. At the same time, in France, “boxes” were the top subscriptions product category in 2021, and this was estimated to remain the leader even in 2025.