Subscription Economy Surges Among Spaniards, Poised for Global Growth

Spain is experiencing a rapid expansion in its subscription economy, with 74% of Spaniards now subscribed to at least one digital platform, marking a nearly 15-point rise from previous years. This significant increase comes from the 'Encuesta de Hábitos y Prácticas Culturales 2024-2025' by the Ministry of Culture. Popular subscription services include streaming platforms for movies (64%), music (42%), and television channels (almost 40%). The growth is fueled by technological advancements and changing consumer habits, particularly among the younger demographic who are more engaged with e-commerce and digital subscriptions.

Globally, the subscription economy is projected to grow by 68% by 2030, reaching a valuation of $1.2 trillion, according to Juniper Research. This transformation is also seen in companies shifting from traditional sales to subscription-based models, a process termed "servitization," which enhances recurring revenue and consumer relationships.

Despite its growth, challenges remain such as customer retention, with a study by Oliver Wyman reporting that 6% of users contemplated canceling their subscriptions in 2024 due mainly to limited content and price hikes. Experts like Inma Rodríguez-Ardura highlight that consumers often develop a psychological sense of ownership over subscription products, adding complexity to subscription management.

Spain is well positioned for the next wave of growth, including expansion into new subscription categories such as physical goods and perishable items, signaling a robust future for the subscription economy in the country.