What a time to be alive. For just a few bucks a month, you can have unlimited TV, ad-free music, a curated box of Japanese snacks delivered to your doorstep, and even premium features on a dating app, making your search for true love a little more… curated. Subscription platforms have become the modern way of life.
But while they may feel like small, harmless expenses, the reality is that all those little monthly charges stack up, fast. And for those of us already trying to navigate Singapore’s rising living costs, subscription creep is becoming a very real, and very expensive, part of adulthood.
Subscriptions Everywhere
It wasn’t that long ago that “subscription” meant Starhub TV or maybe a magazine arriving every month in the mail. Now? Everything — and we mean everything — comes with a monthly price tag. Streaming platforms, music services, cloud storage, your design software, gym membership, meal kits, dating apps, “coffee of the month” clubs.
The model is simple: instead of buying something once, you pay a smaller amount regularly to access it. It’s predictable for businesses and consumers, and it feels painless — at first. But it’s not long before one subscription turns into two… or ten. And suddenly, half your PayNow transfers are going straight to companies you barely think about. Figuratively speaking, it’s financial death by a thousand cuts.
Video Streaming
Netflix, Disney+, Amazon Prime Video — if you want to keep up with the latest shows, you probably need subscriptions. Prefer sports? Comedy? Korean dramas? There’s probably a niche service just for that too. And here’s the thing: prices keep rising. Many platforms have increased their fees multiple times in recent years — often quietly — and some now even charge extra for ad-free viewing.
As of 2024, 67% of Singaporeans subscribe to at least one video-on-demand service like Netflix or Disney+. On average, we stream 8.75 hours of content weekly — a full hour more than the global average. So yes, Singaporeans get more bang for our entertainment buck! But it also means we’re more likely to accept price hikes, since we rely on these platforms more than most.
Netflix aside, the rapid rise of subscription-based platforms like OnlyFans shows that Singaporeans are increasingly willing to pay for personalised, on-demand content.
Music Streaming
Spotify is the go-to for most of us — and like Netflix, they’ve made it clear: prices will keep rising to stay profitable. While paying for Spotify Premium in Singapore seems like a deal compared to paying per song, cancel your plan, and poof — your carefully curated playlists vanish with it. You’re not buying music — you’re renting it.
Of course, there’s also Apple Music and YouTube Premium — especially if you’re an audiophile or want specific features. And all those come with added costs, so the totals start creeping up fast.
Subscription Boxes
Subscription boxes have taken our need for convenience to a whole new level, offering everything from coffee to skincare to quirky snacks, delivered straight to your door. There are two main types: replenishment boxes (they send you regular supplies of your favorite coffee or skincare products) and curated boxes, which are built around a theme — think “snacks from Japan” or “wine of the month.”
Admittedly, it can be a lot of fun, and definitely convenient. For example, you can even subscribe to Ventures in History to have a selection of real foreign currency delivered to your doorstep. But will you ever really need a stash of Mongolian Tugrik or Paraguayan Guarani?
Software & Apps
Back in the day, you’d buy a copy of Microsoft Office or Photoshop and use it forever. Now, it’s subscription-only, whether it’s Adobe Creative Cloud, Google Drive storage, or even ChatGPT. Everything’s now SaaS — Software as a Service.
Gamers now access games by subscription via Xbox’s Game Pass or Sony’s PlayStation Plus. Even dating apps like Tinder and Bumble have subscription tiers, offering perks like “unlimited swipes” or “see who likes you.” This begs the question: what are we actually paying for?
Gyms & Wellness
A gym membership in Singapore can range from S$30 to over S$150/month or more, depending on the chain and location. Premium gym chains can get pricey fast — especially if you’re not going regularly, or not making the most of the classes and amenities.
Throw in yoga/pilates studios, spin studios, and digital fitness (ie. Strava) subscriptions… and wellness itself becomes yet another recurring line item on your monthly bank statement. Sure, it’s all “to improve your physical health” — but let’s be real: spending on gym memberships and wellness apps, which ostensibly help your body, can definitely hurt your financial health.
Subscription Fatigue is Setting In
All these may seem like individually manageable expenses, but the average Singaporean now has around 5 to 6 subscription services, spending S$193.97 per month across streaming, music, cloud storage, and more — totaling almost S$2,400 per year! In fact, we spend significantly more annually than almost anyone else, including Americans (S$1,205/year), British (S$1,217/year), or the Japanese (S$753/year).
And if hearing that gives you a feeling of foreboding, you’re not alone.
There’s even a recent Black Mirror episode, “Common People,” that takes this subscription idea to its darkest extreme. In it, a life-saving brain implant — meant to treat a terminal illness — is tied to a subscription model. If you can’t keep up with payments, the implant stops working. It’s dystopian, but also eerily on-brand for a world where nothing is truly yours — not even your health. An idea so unsettlingly meta, IMDb described it as “leaving longtime fans rattled and in some cases, walking away from Netflix altogether.”
Subscription fatigue is real, and we’re all starting to feel a little overwhelmed. It’s not just the number of subscriptions — it’s the constant price hikes, the shifting terms, and the feeling that we’re renting access to everything, forever. Not to mention subscribing for a year to a gym, only to have it close down 6 months later.
What Can You Do About It?
First, recognise this: to these companies, you’re not just a “valued customer.” You’re a monthly revenue stream. They might call you a “Gold-tier patron” or a “community member” to make it sound nicer, but your payment is dependable, auto-deducted, and comes with penalties for non-compliance.
And that’s just your money. What about your data? If you’re unsure how a company’s data collection works, chances are… you’re not just paying with cash. You’re paying with your data too.
So, how do you take back control?
- Audit your subscriptions. Go through your bank statement and app subscriptions. How many services are you actually using, regularly?
- Cancel what you don’t need. Or rotate them — for example, pause Netflix while you watch Disney+, then switch back later.
- Use annual plans if you’re sure. They’re often cheaper in the long run.
- Set reminders for free trials. Because nothing’s worse than being billed for something you forgot about.
- Family plans and student discounts exist for a reason—use them. In fact, studies show that more than 40% of users under 35 share at least one streaming subscription with friends or family.
Is This the Future?
Will everything eventually become a subscription? We already have food and clothing subscriptions, and also subscriptions of subscriptions. As the number of subscriptions we juggle continues to grow, it’s worth asking: is this really more convenient, or are we just quietly bleeding money?
There’s nothing wrong with paying for things you like and use regularly. But when everything becomes a subscription — and prices keep rising — it’s no longer about choice. It’s about survival. So maybe it’s time to unsubscribe to the biggest thing of all: The idea that more subscriptions = a better life.
