Gen Z now pays for its social media fix – Here’s what it could mean for the subscription economy

Social media has always been free in dollars, but costly in every other sense: our time, our data, and our attention. Now, Gen Z is putting its money where its mouth is, paying for a louder voice on social media platforms alongside other premium subscriptions.

According to data from the Bango Subscriptions Assemble study which surveyed 5,000 US subscribers, nearly a quarter (23%) of Gen Z Americans (aged 18–25) pay for a subscription to platforms like Snapchat+ or X Premium. That’s almost double the rate of the general US population.

Gen Z subscriptions in the USA

‘No Cap’: Gen Z is bundling everything

Gen Z is the most heavily subscribed generation in the US, paying for nearly seven services on average and spending around $940 a year. While they’re clearly willing to pay for premium experiences, they’re also smart when it comes to getting the most value for their money.

This generation is leading the bundling wave that’s reshaping the subscription economy. Nearly three of Gen Z’s subscriptions are now bought indirectly, often through telcos or other third-party bundles.

And for a generation spending close to $1,000 annually, the simplification and savings offered by bundling matters. A quarter say it’s faster to subscribe via a bundle, while over a third (36%) believe they get a better deal.

Gen Z is also the most likely group to cancel or pause a direct subscription in favor of a bundled version, with 32% having done so, compared to just 20% of the general population.

More music, more gaming, more AI

Social media subscriptions are just one part of Gen Z’s monthly outgoings. Music tops the list, with 59% subscribing to at least one music service, followed by streaming (56%) and gaming (46%). Interestingly, Gen Z is the only age group where platforms like Netflix or Disney+ aren’t the number one subscription.

Instead, they’re leading the way in emerging categories. Gen Z is more likely than any other generation to pay for AI tools, with 15% subscribing to tools like ChatGPT Pro, Gemini Advanced, or Perplexity AI. For subscribers overall, that figure is 9%.

But more services still mean more complexity – and growing subscription fatigue. Nearly half of Gen Z say they lose track of what they’re subscribed to. Over half are frustrated that they can’t manage everything in one place.

That’s fueling demand for smarter subscription all-in-one hubs like Verizon +play. Almost three quarters (73%) say they’d be willing to pay more on their mobile or internet bill if it meant subscriptions were included.

Gen Z is streaming less and subscribing smarter

This generation isn’t just influencing what gets bought, they’re changing how it’s bought.

Unlike previous generations who anchored their entertainment around TV and streaming, Gen Z’s media diet is more fragmented and more interactive. With music overtaking video streaming as Gen Z’s top subscription choice (for comparison, 75% of the wider US subscriber base still pays for video streaming services) and AI subscriptions on the rise, it’s becoming clearer just how different Gen Z’s preferences are.

Could this mark a shift in the dominance of streaming giants as Gen Z’s influence grows? Possibly. This generation doesn’t just consume content, they create it, remix it, and share it across social platforms where identity and influence matter as much as passive entertainment.

1 in 5 Gen Z want to manage their subscriptions via social media

Which brings us back to social media.

One in five Gen Z consumers say they’d prefer to manage all of their subscriptions through the platforms they use every day like TikTok, X, or Instagram.

Social platforms aren’t just spaces for scrolling anymore, they’re evolving ecosystems of commerce, content, and community. Imagine a bundled TikTok+ subscription that includes premium creator content, music streaming perks, and early access to game drops. It could be closer than we think.

This shift in mindset – from ownership to access, from standalone subscriptions to stacked experiences – is rewriting the algorithm of the subscription economy. Those brands that bundle smart, bundle early, and bundle with Gen Z in mind? They’ll be the ones that go viral.

Want to see how Gen Z is reshaping the subscription economy? Take a look at our infographic or download the full Subscriptions Assemble report for more insights.