South Africans are rapidly adopting a variety of new subscription services – from AI and sport bookings to groceries and eCommerce – with Discovery Bank clients leading the way.
In 2024, subscription spending has diversified across AI tools, sports bookings, grocery deliveries,
and eCommerce platforms. This shift reflects growing consumer demand for convenience, automation
and personalised digital experiences
AI subscriptions, in particular, have tripled in spending share since 2023, the fastest-growing category.
Discovery Bank clients are at the forefront, adopting AI subscriptions at 160% the national average. This surge highlights AI’s rapid integration into daily life.
These insights come from Discovery Bank and Visa’s latest SpendTrend25 report, their third annual deep dive into South African spending habits.
Analysing credit card data from 2019–2024, the report tracks evolving trends among Discovery Bank clients and the broader market.
Key Subscription Trends in 2024:
1. AI Subscriptions Skyrocket
- 3x growth in AI subscription spending vs. 2023.
- 4x increase in AI-related Google searches (Euromonitor).
- Discovery Bank clients adopt AI at 1.6x the national average.
- Top AI services: OpenAI & Perplexity.
2. Sports Bookings Gain Momentum
Sports subscriptions are rising, with Discovery Bank clients leading at 1.7x the average adoption rate. This reflects a stronger focus on health and fitness.
- Top sports platforms: PlayTomic, ClubMaster, PlayMore Golf.
3. Grocery & eCommerce Subscriptions Grow
Spending on grocery and eCommerce subscriptions rose by 2% in 2024, driven by perks like free delivery and discounts. New services like Checkers Sixty60 (Xtra Savings Plus), TakealotMORE, and Amazon Prime are gaining traction.
- Discovery Bank clients adopt eCommerce subscriptions at 2.2x the national rate.
- Top eCommerce platforms: Takealot & Amazon.
Why It Matters
South Africans are embracing subscription-based convenience across AI, sports, and groceries. With Discovery Bank users adopting these services faster, the trend signals a shift toward digital-first lifestyles.
Stay ahead of the curve, explore the latest subscription trends shaping South Africa’s spending habits.
