New Qlik survey shows families want AI delivered like a household utility – packaging AI with popular streaming services turns curiosity into action.
PHILADELPHIA, October 23, 2025–(BUSINESS WIRE)–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:
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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.