Couch Economy Becomes Lasting Part of Consumer Behavior: Visa
The 'couch economy' is here to stay, according to research by Visa Inc. The company found that people are increasingly spending money on online shopping, streaming services, food delivery, and other activities from home.
Visa's research across six markets shows that online and in-app payments expanded between 2019 and 2026. In the United States, this growth was significant, with online and in-app payment volume rising to 58% by 2026 from 48% in 2019.
In other countries, such as Poland and the UAE, the share of online payments also increased. For example, in the UAE, online and in-app payment volume rose to 55% in 2026 from 35% in 2019.
The growth of streaming services is another trend that Visa identified. In the US, over 17% of cards now carry streaming subscriptions, compared to about 6% tied to cinema and concerts. Food delivery has also become a mainstream activity, with active cards jumping from roughly 2% in 2018 to nearly 30% in 2026 in the UAE.