Couch Economy Shifts Consumer Spending Patterns Globally

A growing trend of consumers shopping and managing everyday activities from home has been identified by Visa's research, dubbed the 'couch economy.'

The shift towards digital consumption is reshaping consumer spending patterns, with more than 17% of cards in the US used for streaming subscriptions compared to roughly 6% associated with cinema and concert spending.

According to the report, digital commerce expanded across all six markets studied between 2019 and 2026, with the share of domestic payment volume occurring online and in-app rising from 48% to 58% in the US. In Poland, this figure increased from 10% to 24%, and in the UAE it rose from 35% to 55%.

Visa's research highlights that convenience has become a defining feature of modern consumer behavior, with consumers increasingly seeking services that fit seamlessly into their daily routines.