New Qlik survey shows families want AI delivered like a household utility – packaging AI with popular streaming services turns curiosity into action.

Qlik^®, a global leader in data integration, data quality, analytics, and artificial intelligence (AI), released new consumer research showing that nearly two-thirds of parents with kids under 18 want AI “family plans” even as debate over youth AI use intensifies. Parents with children at home want AI to work like their favorite streaming services, with shared profiles, controls, and one bill.

Packaging converts intention into purchase

Only 16% of consumers currently pay for an AI tool subscription like ChatGPT Plus and Claude Pro. And most households continue to reserve their subscription budgets for digital services like streaming platforms (78%) and retail memberships (53%). Despite this, nearly half (44%) of adults responded that they would be more likely to purchase an AI subscription if bundled with these services, rising to 64% among parents with children under 18.

And these families aren’t just intrigued; they’re planning near-term adoption. A majority (64%) of these parents are interested in an AI family plan, with almost a third (30%) very interested, and 60% likely to invest in the next 12 months, compared to just 35% of consumers overall.

The household budget test is decisive

When forced to choose, streaming remains the budget anchor for consumers, with 69% of respondents keeping their streaming services over AI (14%). Among parents of children under 18, streaming still wins at 63%, whereas 26% would keep AI.

But rather than compete for wallet share, AI can ride alongside those entrenched habits. Packaging generative AI tools with streaming, retail, or even telecom services turns it from a novelty into a utility – something that lives where the family already spends.

Workplace exposure can cross over into households

Qlik’s survey also found a strong link between professional exposure and personal adoption. Employees whose workplaces pay for an AI tool are far more likely to subscribe personally. Personal ownership is 55% when work pays for Perplexity Pro, 46% for Claude Pro, and 44% for ChatGPT Plus, compared with 16% overall.

Qlik’s findings point to clear consumer guidance:

• Design AI for household budgets, not solo users: Parents of children under 18 are almost twice as likely as average to want an AI family plan. Shared profiles, parental controls and unified billing mirrors how families are already managing their digital lives.

• Use bundles to drive conversion: Bundling AI with streaming or retail makes adults more likely to buy and lifts conversion among families with children.

• Act on the near-term window: Families with children are the most likely to invest in the next year, creating a clear window for action.

• Seed value at work to scale at home: Employer-paid exposure correlates with higher personal, indicating governed hands-on use drives household adoption.

“Consumers are telling us how AI goes mainstream,” said Mike Capone, CEO of Qlik. “Treat it like a household utility, put it where people already spend their time, and make it safe and accountable. In business, the parallel is clear. Leaders do not buy models, they buy outcomes on trusted data. That starts with unified, high-quality data, strong governance, and AI embedded in the workflows employees already use. When you package AI this way, adoption is not a leap of faith, it is a measured step that shows up in real results.”

Methodology

The research was conducted by Censuswide, among a sample of 2,000 US respondents (Aged 18+). The data was collected between September 30, 2025 – October 2, 2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.

About Qlik

Qlik converts complex data landscapes into actionable insights, driving strategic business outcomes. Serving over 40,000 global customers, our portfolio provides advanced, enterprise-grade AI/ML, data integration, and analytics. Our AI/ML tools, both practical and scalable, lead to better decisions, faster. We excel in data integration and governance, offering comprehensive solutions that work with diverse data sources. Intuitive analytics from Qlik uncover hidden patterns, empowering teams to address complex challenges and seize new opportunities. As strategic partners, our platform-agnostic technology and expertise make our customers more competitive.

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