- Half (50.6%) of those interviewed subscribe or recurrently pay for between six and 10 services, and 24.8% subscribe to more than 10 services;
- Less than 1% of respondents subscribe or recurrently pay for a single service.
A survey carried out by the Brazilian payment platform Vindi pointed out that almost 70% of the 1,659 Brazilians interviewed spend more than BRL 100 with monthly subscriptions. According to the study, 34% of the public spends more than BRL 300 per month with subscription services, which include products, digital services, gyms, tolls, and housing expenses.
In all regions of the country, the most subscribed audio streaming service is Spotify and the video streaming service is Netflix, followed by Amazon Prime Video (except in the North Region, which has HBO GO in the second position). The Northern Region of Brazil has the highest percentage of spending on subscriptions, 40.5% of respondents said they spend more than BRL 300 with monthly recurring services and products.
According to Rodrigo Dantas, co-founder and CEO at Vindi, the higher ticket in the North region is tied to fewer active subscriptions, but higher amount. “Manaus (capital of Amazonas’ state), where we got most of the data, ended up giving a little more weight to this ticket. A few hundred people are from Manaus Free Trade Zone, with purchasing power similar to the Southeast (Brazil‘s region that gathers wealthiest São Paulo and Rio de Janeiro), for example. In the Southeast, 37% spend from BRL 100 to BRL 300 with monthly subscriptions.
According to the survey, less than 1% of the interviewees subscribe or pay recurrently for a single service, and 23.7% subscribe between 2 and 5 services.
Half (50.6%) subscribe or recurrently pay between six to 10 services, and 24.8% subscribe to more than 10 services. “What most caught our attention is finding that people don’t know how many services they subscribe to and how much they spend per month. The vast majority alone don’t know how much they spend per month and how many services they subscribe to monthly,” Dantas tells LABS.
This is an indication that these recurring payments become automatic and invisible. “If the company has a recurring customer (who comes back and buys many times) this becomes what we call ‘invisible payments‘ or simply, recurring billing,” he explains.
74% of the respondents said the monthly paid services are digital: apps, investment recommendations, games, streaming music and movies, information, websites.
The most paid monthly services are consumer and telecom bills (99.6%), movies, series and videos (95.6%), and music (82.9%). But for Dantas, the adoption of other types of subscriptions by Brazilians is already a reality. “Five years ago this was a trend, today it is reality. Brazilians subscribe to wines, pet food, games, apps, cars, and even home meal delivery.”