Visa Research: The Rise of the Couch Economy and Digital Spending Trends
- Consumer spending habits shifted markedly toward digital and home-centered consumption between 2019 and 2026, driven by a growing demand for convenience and ongoing digital engagement across international markets,...
- Digital commerce expanded across all six markets studied in the report titled The Great Indoors: How the "Couch Economy" Is Redefining Consumer Spending Habits.
- According to the research, the share of domestic payment volume occurring online and in-app rose from 48 percent to 58 percent in the United States, from 10 percent...
Consumer spending habits shifted markedly toward digital and home-centered consumption between 2019 and 2026, driven by a growing demand for convenience and ongoing digital engagement across international markets, according to research published on September 14, 2026, by Visa Business and Economic Insights. The data shows that the rise of the so-called “couch economy” expanded domestic payment volumes online, altered entertainment spending, and embedded food delivery services firmly into everyday routines.
The Rise of the Couch Economy Across Global Markets
Digital commerce expanded across all six markets studied in the report titled The Great Indoors: How the “Couch Economy” Is Redefining Consumer Spending Habits.
According to the research, the share of domestic payment volume occurring online and in-app rose from 48 percent to 58 percent in the United States, from 10 percent to 24 percent in Poland, and from 35 percent to 55 percent in the United Arab Emirates between 2019 and 2026.
Surging Frequency in Digital Transactions
Frequency of use also increased significantly in several regions. In the United Kingdom, nearly 28 percent of cards made 10 or more online or in-app purchases per month by 2026, up from 15 percent in 2018.
Over the same timeframe in the United Arab Emirates, that share rose from 4.5 percent to 25.7 percent, according to Visa Business and Economic Insights data.
Wayne Best, Chief Economist at Visa The rise of the couch economy reflects a broader shift in consumer behavior that extends far beyond e-commerce. As technology continues to reduce friction in everyday activities, consumers are increasingly prioritizing convenience, driving more spending through digital channels, subscription services and delivery platforms. For businesses, understanding these evolving habits is essential to meeting customers where and how they choose to engage.
Streaming Outpaces Cinema and Concerts
The shift toward home-centered consumption is especially visible in entertainment and dining. At-home streaming subscriptions now appear on a larger share of cards than out-of-home cinema and concert spending across every market studied. In the United States, more than 17 percent of cards are used for active streaming subscriptions, compared to roughly 6 percent associated with cinema and concert spending.
Mass-Market Adoption of Food Delivery
Food delivery has similarly evolved from an occasional luxury into a mainstream service embedded in everyday spending. The report notes that growth in food delivery is increasingly driven by mass-market consumers rather than high-income spenders alone. In the United Arab Emirates, the share of cards active on food delivery apps climbed from approximately 2 percent in 2018 to nearly 30 percent in 2026.
Mohamed Bardastani, Principal CEMEA Economist at Visa Across CEMEA, convenience has become a defining feature of modern consumer behavior. Whether consumers are ordering meals, streaming content or shopping online, they’re increasingly seeking services that fit seamlessly into their daily routines. Those same patterns are emerging across markets globally, underscoring the growing role convenience plays in shaping commerce.