---
title: Americans really, really love their subscriptions  - The Hustle
description: Consumers are cutting back at the grocery store, but not on their streaming subscriptions.
image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1716466035-HS-News-Brief_2022-10-11T001317.729Z.webp
---

# Americans really, really love their subscriptions

![Jacob Cohen](https://thehustle.co/wp-content/uploads/2021/01/IMG_5670-1-modified-768x768.png?width=48&height=48&name=IMG_5670-1-modified-768x768.png) [Jacob Cohen](https://hs-sbup.thehustle.co/author/jacob-cohen) [Jacob Cohen Twitter profile ](https://twitter.com/ImJacobCohen)

Published:  October 11, 2022

Updated:  October 11, 2023

If it wasn’t clear already, us humans — we really love paying for things on a monthly basis.

![Americans really, really love their subscriptions](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/1716466035-HS-News-Brief_2022-10-11T001317.729Z.webp?width=595&height=400&name=1716466035-HS-News-Brief_2022-10-11T001317.729Z.webp)

New data from the [National Research Group](https://downloads.ctfassets.net/0o6s67aqvwnu/2cEHaMphwzN7d2L5PtnUZF/05818aacde67374a914e04e7dc024ac7/NRG_ThoughtLeadership-Subscriptions-Final_Version.pdf) found that while 44% of consumers have tried to cut back on spending at the grocery store amid ongoing high inflation, only 18% did so with their streaming subscriptions.

- Among subscriptions generally, NRG found Amazon Prime is among the least likely to be canceled, trailing cloud storage and music streaming services.
- Most likely to be canceled? Dating apps, at 76%.

With subscription businesses so widespread, consumers say companies must now innovate to grab attention, with NRG citing examples like Netflix offering mobile games and On’s subscription-based running shoes.

**Weird history: **One Swiss sock company [proudly claims](https://www.blacksocks.com/en/thebirthoftheideaen#pride) they beat Netflix in inventing “the first online subscription” service in 1999, dubbed the “sockscription.”

Topics: [Subscriptions](https://hs-sbup.thehustle.co/tag/subscriptions)

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