Music subscriptions decline as households seek savings in UK

A smartphone is seen in front of a screen projection of Spotify logo, in this picture illustration taken April 1, 2018. Image: Reuters/Dado Ruvic

LONDON — Britons cancelled over one million music subscriptions in the first quarter as a worsening cost of living crisis forced them to make savings, industry data showed on Thursday.

Pessimism in British households has hit unprecedented levels, as wages struggle to keep pace with inflation that reached a 40-year high of 9% in April and is heading for double digits. That is forcing many to eke out savings from household budgets.

Market researcher Kantar said 37% of United Kingdom consumers cited wanting to save money as the reason they cancelled music subscriptions in a market dominated in recent years by platforms such as Spotify, Apple and Amazon.

“The rising cancellation rates of music subscriptions is evidence that British households are starting to prioritize the spending of their disposable income,” the survey said.

It noted that in Britain, subscriptions are dropping the fastest amongst younger consumers, with the percentage of under 35s having access to a music subscription dropping from 57.0% to 53.5% year-on-year.

Penetration of total individuals who have access to at least one music subscription was 39.5% of British adults in the first quarter of 2022, down from 39.7% in the previous quarter.

Apple Music. Image: apple.com

That compares with an unchanged 48.8% in the United States and 36.6% in Germany, up from 35.9%.

Britons were also cancelling television and film subscription services, Kantar reported in April.

Meanwhile, Britons are also switching from mainstream supermarkets to discounters, and from branded to lower priced private label products. They are also cutting back on fuel purchases by reducing the car journeys they make, and cancelling repair warranties on appliances. Pepco said last week Britons were even reining in spending on essential items. JB

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