Australia’s love for subscriptions adds up to $26.5 billion annually

New research from ING, Australia’s #1 bank[1]*, reveals a striking paradox in Australian household finances, with Aussies now estimated to be spending a huge $26.5 billion annually on discretionary subscription services, including fitness, streaming and dating platforms.

Currently, more than three in four (78%) Aussies now pay for at least one subscription service, holding an average of two per person, which collectively equates to an estimated 43 million paid subscriptions nationwide[2].

While almost half (44%) of Aussies manage 1-2 paid subscriptions, a substantial three in ten (31%) have at least three, with 8% – the equivalent of 1.7 million people – juggling five or more. Millennials are leading the subscription charge, with 41% paying for three or more services, outpacing Gen Z adults (33%), Gen X (30%), and Baby Boomers (21%).

This surge in spending comes despite ING research from January 2026 finding that “subscription creep” (27%) and “having multiple streaming services” (24%) were on Aussie’s 2026 list of ‘financial outs’ – behaviours Aussies planned to cut back on to save money[3].

Soaring Costs and Sharing Habits

ING’s latest data shows the average Australian subscriber spends $136 per month on paid services, totalling $1,637 per year. 1.8 million Aussies are even spending $250 or more monthly, with younger generations spending considerably higher each month (Gen Z: $178, Millennials: $174) compared to their older counterparts (Gen X: $101, Baby Boomers: $82).

The research also reveals that Aussies are looking for new and savvy ways to access more content and services, without increasing their monthly spend. Sharing is a prevalent strategy, with six in ten (60%) subscription holders admitting to sharing their services – 43% share within their household, a notable 17% extend access to those outside their home.

Subscriptions: A new everyday essential?

In 2024, 30% of Aussies were spending $100+ per month on non essential subscriptions, whereas now, 36% are spending $100+ per month, suggesting that subscriptions are an ever-growing regular part of modern life.

“Our research suggests that subscriptions could now be just a normal part of how Aussies live, work and unwind, but it’s important to keep an eye on just how much we’re spending on them,” says Matt Bowen, Head of Consumer and Market Insights at ING Australia.

“The significant $26.5 billion estimated in annual subscription spending reflects both the rapid growth of the subscription economy and the role these services now play in everyday budgeting for Aussies, despite the number of Aussies who admitted they were going to be cutting back on subscription services in our research from earlier this year. Even as cost‑of‑living pressures persist, Aussies are continuing to spend in this category, reinforcing just how integral subscriptions have become to daily life.”

Matt Bowen shares his top tips for Aussies looking to become subscription-savvy:

1. Consolidate smart, bundle smarter. Examine your services for overlap or underutilisation. If you’re paying for multiple platforms you rarely use, consider pausing or cancelling some. Furthermore, investigate whether your internet or mobile provider offers compelling bundles that could combine services and unlock significant savings.
2. Conduct a strategic subscription audit. Make it a habit to regularly review your bank and credit card statements. This isn’t just about spotting unfamiliar charges; it’s also about identifying those forgotten services billed directly through third-party platforms. If a subscription no longer serves a purpose, it’s time to reclaim those funds.
3. Remember to set a reminder for free trials. While they might be an excellent way to test new services, free trials could lead to unintended automatic payments. Always set a clear calendar reminder a few days before a trial expires, giving you ample time to make an informed decision to either commit or cancel.

[1] ING is Australia’s #1 bank 2026, awarded by Forbes.

[2] Population of Australians 18+ 21,650,550 x average number of paid subscriptions per person 1.99 = 43 million

[3] Research was commissioned by ING and undertaken online by YouGov between 8th and 12th January 2026, to 1,050 Australians aged 18 years and older. Upon completion of interviewing, the data was weighted by age, gender and region to reflect the latest ABS population estimates.  All data points referenced in relation to “Aussies” of this document refer to Australians aged 18+.