Market Overview: Online Recipe Subscription Service

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Market Overview: Online Recipe Subscription Service

This report collects data points on the size of the online food-related content subscription market. The market appears to be robust based on the recent success of SideChef's premium app (reaching into the top 10 for downloads) and Food Network's Kitchen app, as well as established subscription services such as America's Test Kitchen. There are a number of services that have converted to paid models in the past year, which also indicates that this is a good time to do so. Additional findings indicate that interest in food-related content in general is quite high and has been since at least 2013.

Market Size for Food-Related Content Subscription Services

Related Findings Showing Interest in Food-Related Content

  • As of January 2020, 20 percent of all pins on Pinterest are food-related, indicating that consumers are very interested in food recipes and related content.
  • As of 2017, "how to cook that" is one of the top-10 most-searched phrases on YouTube. In a study from OneSpot, viewers consider content that informs as most valuable (40 percent), followed by content that educates (28 percent), indicating a high preference for instructive content such as recipes and how-to videos.
  • Interest in food-related content has been undergoing a long-term growth. In 2015, food videos were viewed 23 billion times, representing a 170 percent increase over 2014.
  • Between 2013-2014, Millennials in particular helped contribute to a 280 percent growth in subscriptions to cooking-related YouTube channels.
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Quotes
  • "These trends align swimmingly with findings from a study we conducted on consumers and their content preferences—consumers place the most value on content that “informs” (40%) and “educates” (28%) them, such as recipes, tutorials and how-to content."
Quotes
  • "Cook with SideChef Premium, from Mobile, Desktop and Home Hub Devices. Download the App from iOS or Google Play Stores."
Quotes
  • "The new subscription offering is $49.99/year or $4.99/month. SideChef Premium includes 750 enhanced recipes that feature instructional guidance from the partner chefs, cooking techniques and tips, and voice-guided cooking."
Quotes
  • "America’s Test Kitchen’s subscriptions business, which currently has 1.3 million paid print subscribers between its Cook’s Illustrated and Cook’s Country magazines and 420,000 paid digital subscribers, makes up 60% of the company’s overall revenue, and CEO David Nussbaum said this area is experiencing double-digit growth year over year. "
Quotes
  • "Bootstrapping sensation BigOven today is announcing that it has recorded more than eight million downloads of its recipe finder app across iPad, iPhone, Android, Windows Phone, Nook and Kindle Fire. Not bad for a company that’s been bootstrapped from its earliest days by entrepreneur Steve Murch."
Quotes
  • "Faricy wouldn’t say now many Food Network Kitchen subscribers Discovery has signed up, but he claimed the app has been downloaded more than 5 million times to date. Separately, the company is offering free one-year subscriptions for health care workers and first responders."
Quotes
  • "They're tuning in to watch videos that inspire, educate, or entertain. They're loyal, passionate, and highly engaged, powering a 280% growth in food channel subscriptions over the past year."