If you don’t know what “rizz,” “delulu,” or “it’s giving” means, you might be a bit out of touch. No offense. But if you also don’t know why Gen Z is paying for Snapchat+ and ditching your cable bundle? That’s where the real problem starts.
While legacy media execs are still chasing Emmy bait and late-night ratings, Gen Z is out here paying $7.99 a month to boost their Bitmoji. And that’s not the punchline—that’s the business model.
According to new data from Bango, nearly a quarter of Gen Z already pays for premium social subscriptions like Snapchat+ and X Premium, almost double the general population’s rate. These aren’t just novelty purchases. They’re signals. And are you still treating social platforms like marketing channels instead of competitors? You’re playing the wrong game.
Bundles Built for Vibes, Not Value
Gen Z isn’t just subscribing more—they’re subscribing smarter. They average seven subscriptions, spending around $940 annually, but increasingly sidestepping direct signups in favor of telco bundles and third-party deals. It’s not about loyalty—it’s about leverage. And they’ll cancel a direct subscription the minute a bundled one comes with perks, price cuts, or easier access.
That’s a nightmare for legacy media, because the DTC fantasy you sold to Wall Street? Gen Z’s not buying it.
Less Netflix, More Neural Net
Gen Z is also streaming less and subscribing differently. Music is their #1 subscription category. AI’s not just a buzzword—it’s a line item. Gaming’s holding strong. Video streaming—what used to be the crown jewel—is getting edged out. If you’re a content exec still banking on exclusive premieres and prestige dramas to hold this audience…you’re misreading the room.
They don’t want a passive lean-back experience. They want control, customization, and a little clout while they’re at it.
The Future’s Being Built on Social, Not Network
Here’s where it gets scary for the old guard: 1 in 5 Gen Z subscribers want to manage all their subscriptions through social media apps. TikTok, X, and Instagram aren’t just platforms. They’re ecosystems. The app they use to scroll, stream, shop, and now…subscribe.
Imagine a TikTok+ bundle with early access to music drops, AI tools, exclusive creator content, and even game perks. You think they’re sticking around for your app interface after that?
This isn’t about tech. It’s about culture.
And if your roadmap doesn’t speak fluent Gen Z? You’re not behind—you’re background noise.
The Take
Boomers built TV. Gen Z built stacks. And if you’re not part of their stack, you’re not part of the plan.
They don’t want loyalty points—they want flexibility, influence, and instant access.
Gen Z doesn’t just want features—they want rituals. If your service doesn’t fit their daily loop, they’re finna cancel mid-scroll.
