What's happening:
From streaming platforms to meal kits to software, subscriptions have become a part of the everyday lives of most consumers. But as more products and services shift towards recurring payment models, many people are left feeling overwhelmed with the number of subscriptions they need to manage and pay for. What was once a convenient and novel way to access products and services has now become a growing list of monthly charges. This mix of convenience and fatigue is prompting many to reassess which services feel essential and which might no longer deliver enough value to justify the ongoing cost.
What we found:
- Respondents have, on average, about 4 paid subscriptions, with the most common ones being streaming video (69%), shopping memberships (52%), and streaming music (43%).
- While some acknowledge the benefits of subscription models, such as ease of budgeting, many also feel that too many products and services are subscription-based these days (66%).
- In fact, 57% of respondents would prefer to make a one-time payment for most things rather than have a subscription.
- Over the next few months, most people plan to either keep the number of subscriptions they have (57%) or cut back and cancel some (34%).
Why it matters:
Consumers aren’t turning away from subscriptions entirely, but they are becoming more discerning. As recurring charges accumulate, many are taking a closer look at what feels truly valuable and what may no longer justify the cost. For brands, this means that convenience alone is no longer enough. Subscriptions need to feel purposeful, easy to manage, and worth the ongoing investment. Offering more flexibility, being transparent about value, and making the experience feel simple and user-friendly can help maintain engagement. It may also be worth reconsidering whether a subscription is the right model in the first place. For some products and services, a one-time payment option might be a better fit, meeting consumers where they are by offering flexibility without the pressure of another monthly charge.
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