Martech

The rise of AI subscriptions: 1 in 10 Americans now pay for premium AI tools

Bango's research reveals AI's growing role in the subscription landscape. Learn key insights, marketing implications, and future trends for AI services.

Patrecia Meliana

17 Mar 2025 • 5 min read

Would you pay for an AI subscription? Turns out, 9% of Americans already do, signing up for services like ChatGPT Pro every month.

While subscriptions have become a mainstay of daily life—from streaming and gaming to fitness and finance—the landscape is evolving rapidly. Artificial intelligence services are now carving out a growing niche in American spending habits, reflecting a significant shift in how consumers value digital tools.

Bango, a global subscription bundling platform, recently released its "Subscriptions Assemble" report based on a survey of 5,000 US subscribers. The comprehensive study examines how people are paying for digital services, which categories are growing, and what's next for the bundle economy.

This article breaks down the key insights from Bango's report, explores why AI subscriptions are on the rise, examines the strategic implications for marketers, and looks at the future trajectory of AI services within this rapidly changing subscription landscape.

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The subscription hierarchy

While video streaming maintains its position as the most popular subscription category (75%), followed by retail subscriptions (62%) and music services (43%), the emergence of AI subscriptions signals a significant shift in consumer priorities and digital habits.

The report highlights that the average US subscriber has 5.4 subscriptions, with 3.4 being direct and 2 being indirect subscriptions. This data point reflects the growing importance of bundle packages and third-party channels in the subscription ecosystem.

Key insights into the AI subscription segment

The 9% adoption rate of AI subscriptions represents a remarkable development for what is still a relatively new category:

The report specifically notes that nearly a quarter (23%) of 18-25 year-olds pay for a subscription to a social platform like X, rising to 27% of 25-34 year-olds
It adds that "This age group is also most likely to pay for an AI subscription, with 18% signing up to a service like ChatGPT Pro"
This adoption rate puts AI subscriptions on par with physical goods boxes (9%) and ahead of education subscriptions (4%)

This trend reflects the growing integration of AI into everyday professional and personal activities. As AI tools transition from experimental technology to productivity essential, consumers are increasingly recognizing the value difference between free and premium AI services.

Bango report - subscription adoption by category

AI subscriptions: strategic implications for marketers

The emergence of paid AI subscriptions in the mainstream consumer market represents a significant milestone with far-reaching implications for marketing professionals.

As Bango CEO Paul Larbey notes in the press release: "The way Americans pay for, use, and manage subscriptions is undergoing an unprecedented shift. Those who move quickly and embrace this change will be best placed to take advantage of the newly emerging bundle economy."

With 9% of Americans now paying for AI services, artificial intelligence has secured its place in the consumer subscription landscape alongside more established categories.

For marketers, this trend presents several key strategic considerations:

1. Bundle distribution opportunities

The report reveals 68% of US subscribers now have at least one indirect subscription, signaling a fundamental shift in how consumers access digital services. AI providers who can integrate with these bundle ecosystems may gain significant advantages in distribution.

2. Price-sensitive younger demographics

Nearly a third of US subscribers (28%) believe they get a worse deal when subscribing directly, rising to 41% among those under 35. Since this younger demographic is also most likely to subscribe to AI services (18% of 25-34 year-olds), positioning AI offerings within value-focused bundles could accelerate adoption.

3. Value demonstration

As AI moves from novelty to utility, marketing must evolve to clearly articulate the productivity benefits and tangible value of premium AI features compared to free alternatives.

4. Subscription management solutions

With the average American juggling 5.4 subscriptions, tools and platforms that simplify subscription management represent potential partnership opportunities for AI service providers.

This mainstreaming of AI subscriptions signals a maturing market where artificial intelligence is increasingly valued not for novelty but for concrete benefits and productivity enhancements—a significant shift that savvy marketers can leverage in their subscription strategies.

AI's growing role in the subscription economy

The appearance of AI subscriptions among America's top subscription categories reflects the technology's transition from emerging innovation to mainstream utility. The 9% adoption rate likely represents just the beginning of AI's integration into the subscription economy.

For consumers, businesses, and marketers alike, the willingness to pay for AI services signals a maturing market where artificial intelligence is increasingly valued not just for novelty but for tangible benefits and productivity enhancements.

AI subscriptions are positioned to become as fundamental to digital life as streaming and retail memberships are today.

For marketers, this shift presents an opportunity to explore AI-powered tools that enhance productivity, creativity, and campaign performance.

Looking for AI tools to streamline content creation, automate workflows, or optimize ad targeting?

Here are some top AI MarTech subscriptions worth considering:

This post is created by ContentGrow, providing scalable and tailored content creation services for B2B brands and publishers worldwide. Book a discovery call to learn more.