As Brits head into a new year with tighter budgets and fresh financial goals, new research from Nationwide has revealed just how much subscription services are quietly draining household finances. According to the study, UK households are spending up to £1,200 a year on subscriptions, with many unknowingly – or knowingly – paying more than they need to.
The research found that 37% of people are paying for duplicate subscriptions, while almost half (44%) don’t share a single subscription with anyone else in their household. From streaming platforms to gym memberships and coffee subscriptions, the cost of convenience is adding up fast.
Streaming services are the biggest offenders
Unsurprisingly, streaming platforms are the most commonly duplicated subscriptions, with 23% of respondents admitting they pay twice for services such as Netflix, NOW TV and Disney+. The rise of flatshares, relationship breakdowns and mismatched viewing habits has made shared accounts increasingly complicated.
For some, duplicate spending comes down to a lack of communication – simply not knowing what partners or housemates are paying for. But for many others, doubling up is a deliberate choice.
Almost a third (32%) say they prefer to have their own personal account, with 10% citing personalised recommendations as the main reason. Another 13% say they’re happy to pay more to avoid relying on someone else’s login details altogether.
However, that independence comes at a cost. One in three (32%) admit paying twice is wasteful, while 19% say they don’t even use every platform they subscribe to.
A return to physical media amid digital fatigue
While subscription fatigue is setting in, there’s a surprising shift happening in the opposite direction. As digital overload grows, many Brits are rediscovering the joy of physical media.
More than half (53%) now prefer buying physical products over digital alternatives. Items like vinyl records, iPods, cameras, books and magazines are enjoying a renaissance, with consumers citing easier sharing (33%), a sense of ownership (53%) and sentimental value (33%) as key reasons.
The research found:
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44% have increased spending on physical books and magazines
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26% are buying more board games and puzzles
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23% are purchasing video games and CDs
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12% have returned to vinyl music
Brits plan to cut back in 2026
With households able to save up to £400 a year by trimming unnecessary subscriptions, many are planning to take action. Nearly a third (31%) say they’ll actively review and cancel unused services in 2026, while others plan to:
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Experiment with free trials (22%)
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Switch to lower-cost subscription tiers (20%)
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Negotiate better deals with providers (19%)
Laura, a teacher from London, shared her experience:
“I currently spend about £175 a month on subscriptions, and I don’t share any with my housemates or partner. While I’ve definitely re-evaluated my spending, I wouldn’t be able to get rid of my coffee or gym memberships – they’re essential to me.”
Meanwhile, Harry, a digital manager from Colchester, explained why he chooses to pay extra:
“I value my personalised algorithm and know it changes when multiple people use the same account. Paying for a service that understands my interests is worth it.”
Budgeting smarter for the year ahead
Mark Nalder, Service, Operations & Performance Director at Nationwide, says the new year is the ideal moment to reset financial habits:
“As we head into 2026, it’s more important than ever to take stock of outgoings and look for ways to save. Whether that’s pooling resources for a family plan or cancelling forgotten memberships, managing regular spending is key to avoiding overspend.”
For practical tools and advice, Nationwide encourages consumers to use its Budget Builder and mobile app to track spending and stay in control.
