Gen Z Subscription Spending Hits $377/Month, Outpacing Every Other Generation

Published 2026-04-02 · TrimWell Media News

Generational data published by Subvisory, drawing on the widely cited C+R Research study, shows Gen Z now spends an average of $377 a month on subscriptions — the highest of any generation — followed by Millennials at roughly $276 a month.

A separate, earlier CNET-cited survey reported by Nasdaq/GOBankingRates had previously measured Millennial subscription-app spending specifically at $101/month, or $1,212 annually — a figure that excludes non-app subscriptions like streaming bundles.

The generational gap likely reflects how each cohort came of age: Gen Z has never known a media or software landscape that wasn't subscription-first, from streaming replacing cable to SaaS replacing owned software licenses.

Older generations tend to carry fewer total subscriptions, though that doesn't necessarily mean lower awareness of individual price increases matters less — simply that the sheer count of recurring line items is lower to begin with.

Compare your own generation’s typical pattern in our generational subscription spending breakdown.

Sources: Subvisory (citing C+R Research), Nasdaq / GOBankingRates.