Rambler&Co conducted a survey among more than 2,000 internet users between October 12 and 19, 2026, to analyze subscription spending habits. The data shows that 19% of respondents kept their number of subscriptions unchanged, while 16% reduced and 12% increased their count. The remaining participants do not use such services on a regular basis.
Regarding monthly expenses, 22% of users spend over 600, 19 ₽% spend between 200 ₽ and 400, 18 ₽% pay between 400 ₽ and 600 ₽, and 13% spend up to 200 ₽. To manage costs, 28% of users utilize free trial periods, while 73% share access with family members. Other methods include sharing accounts with friends (12%), using someone else's subscription (10%), or splitting costs (5%).
Payment preferences lean toward monthly billing for 50% of users, while 41% prefer annual payments. Quarterly and semi-annual options are chosen by 6% and 3% respectively. Recommendations from friends or colleagues drive 29% of new subscriptions, followed by promo codes (25%) and personal interest (23%). Advertising accounts for only 3% of new sign-ups.
Subscription cancellations are primarily driven by inactivity (40%), budget constraints (27%), and the availability of better alternatives (20%). Quality issues lead to 13% of cancellations. When asked about essential services, 31% of respondents identified financial apps, 28% chose video platforms, 23% selected audio services, and 18% prioritized multi-service bundles.
