Which generation spends the most on subscriptions?

Gen Z, at roughly $377/month on average.

How much do Millennials spend on subscription apps specifically?

About $101/month, or $1,212 annually, according to CNET-cited survey data.

Do older generations subscribe to fewer services?

Generally yes, though they may be less likely to notice individual price increases on long-held subscriptions.

Gen Z vs. Millennials vs. Boomers: Who Spends the Most on Subscriptions?

Published 2026-05-11 · TrimWell Media

Direct answer: Gen Z spends the most on subscriptions of any generation at roughly $377 a month, followed by Millennials at about $276 a month, with older generations generally carrying fewer, higher-value subscriptions rather than a large number of smaller ones.

Why Gen Z spends more

Younger consumers came of age entirely within the subscription-first model — streaming instead of cable, SaaS instead of owned software, subscription fitness apps instead of one-time gym enrollment — which naturally produces a higher subscription count and total spend.

Millennials: the earlier survey data point

An earlier CNET-cited survey specifically found Millennials spending an average of $101/month on subscription apps alone ($1,212 annually), a figure that excludes non-app subscriptions like streaming bundles or physical-goods subscription boxes.

The Boomer pattern

Older generations more often maintain a smaller number of subscriptions they use consistently and rarely reconsider, trading a lower subscription count for potentially less awareness of price increases on the subscriptions they do keep.

What this means across a household

Multi-generational households (adult children living with parents, for example) often carry overlapping subscriptions across generations without realizing it — a natural candidate for a household-wide audit.

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Frequently Asked Questions

Which generation spends the most on subscriptions?: Gen Z, at roughly $377/month on average.
How much do Millennials spend on subscription apps specifically?: About $101/month, or $1,212 annually, according to CNET-cited survey data.
Do older generations subscribe to fewer services?: Generally yes, though they may be less likely to notice individual price increases on long-held subscriptions.