Subscription Spend Triples in the UK as Nine out of Ten Consumers Become Subscribers

September 28, 2017

New study from Zuora and YouGov finds a rise in automotive, energy and healthcare sectors shifting to recurring revenue models


Zuora, Inc., the leading SaaS provider of subscription order-to-cash solutions, today released a new study in partnership with YouGov which shows an estimated 58 million Brits now subscribe to services – 89 percent of the British adult population – as businesses continue to join the Subscription Economy®.

The Zuora study, ‘A Nation Subscribed,’ reveals that nine in 10 Brits choose to subscribe to their favorite stores, brands and services instead of purchasing them on a ‘one-off’ basis, demonstrating an 11 percent uplift from the previous year’s results. The uptick in adoption has driven the UK adult population to spend on average £56 per month on subscription services, with 35 – 54 year-olds spending the most at £62 every month. Last year’s report found that the average UK adult spends approximately £18.49 per month on subscription services seeing the average monthly spend effectively triple in the past year.


The rise in subscriptions can be attributed to an increase in the number of businesses across nearly all industries offering recurring services. According to the Zuora® Subscription Economy Index™, this business model strategy has proved that subscription businesses grow revenue nearly nine times faster than the S&P 500.

Subscriptions have moved beyond just media and entertainment consumption and have expanded to include grocery shopping services, attracting nearly 2 million[1] consumers, in-car apps counting 650,000[2] subscribers in the UK, and beauty and grooming subscriptions like men’s shaving subscription service, Harry’s, with over 1.3 million[3] British monthly subscribers. Dramatic growth of online data storage services like Google Drive and Dropbox with 7 million[4] UK consumers. The healthcare sector is also experiencing the same shift with 12 percent of British adults choosing to pay monthly for prescriptions and private healthcare services.

What’s more, this trend is set to continue along its growth trajectory as an estimated 25 percent of UK adults predict that they will be subscribing to more services over the next five years.

“Nearly all of the British population is part of the Subscription Economy. From heating to healthcare, Zuora’s new study proves that the subscription-business model has gone mainstream and consumers have bought into recurring payments,” said Zuora’s VP EMEA, John Phillips. “The only way businesses can sustainably maintain relationships with consumers and grow is by moving away from their product-centric mentality and creating long-term brand affinity based around flexible subscription-based services.”

The full results of the YouGov study are explored in full in a new Zuora report released today, “A Nation Subscribed: 2017 State of the UK Subscription Economy” and unveiled at Zuora’s annual Subscribed event in London. The report provides insight for UK companies in all industries about how they can shift and transform business models in line with consumers’ preference for on-demand, personalised, and subscription-based access to services.

Go to for the full UK Subscription Index, including data on the popularity of specific subscription services available in the UK.



Ressources additionnelles

The Subscription Economy: A Business Transformation” by Tien Tzuo, CEO of Zuora

SlideShare : « Les clés du succès dans l'économie de l'abonnement »

Suivez-nous en ligne




A propos de Zuora

Zuora est le premier fournisseur SaaS pour l'économie de l'abonnement (Subscription Economy). La plateforme d'entreprise de Zuora est la seule solution qui automatise toutes les opérations d'abonnement en temps réel pour toute entreprise. Les entreprises de tous les secteurs d'activité peuvent lancer de nouveaux business, passer de la vente traditionnel de produits à l’abonnement, mettre en œuvre de nouvelles offres et de nouveaux modèles de tarification à la carte, acquérir de nouvelles connaissances sur le comportement des abonnés et innover sur des segments de marchés pour trouver de nouvelles sources de revenus. Zuora accompagne plus de 1000 clients dans le monde comme Box, Komatsu, Rogers, Schneider Electric, Toshiba, Xplornet et Zendesk. Le Subscription Economy Index (SEI) démontre que les entreprises dont le « business model » basé sur l’économie de l'abonnement bénéficient d'une croissance environ neuf fois plus rapide que les entreprises du classement S & P 500. Avec son siège situé dans la Silicon Valley, Zuora compte des bureaux à Atlanta, Boston, Denver, San Francisco, Londres, Paris, Pékin, Sydney, Chennai et Tokyo.


About YouGov

YouGov is an international market research firm, headquartered in the UK. With over 3.3 million people participating in their panels to produce the largest daily updated record of people’s habits and opinions in existence, it is the most quoted source in the UK. It was founded in 2000, and now employs 591 people worldwide.


About The Research

All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2,144 adults. Fieldwork was undertaken between 26/07/17 – 30/07/17. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 16+).

Media Contacts:

Jayne Scuncio


Jessica Cregg


© 2017 Zuora, Inc. All Rights Reserved. Zuora and Subscription Economy are trademarks of Zuora, Inc. Third party trademarks mentioned above are owned by their respective companies. Nothing in this press release should be construed to the contrary, or as an approval, endorsement or sponsorship by any third parties of Zuora, Inc. or any aspect of this press release. To learn more about the Zuora platform, please visit

[1] 1,969,440 consumers, figure extrapolated using ONS population data (source)

[2] 656,480 consumers, figure extrapolated using ONS population data (source)

[3] 1,312,960 consumers, figure extrapolated using ONS population data (source)

[4] 7,011,200 consumers, figure extrapolated using ONS population data (source)