The subscription economy isn’t just changing the way businesses operate—it’s completely reshaping the way consumers think about ownership and value. Today, it’s not just about offering a product; it’s about delivering an experience that keeps customers engaged and coming back for more.
To find out what separates the top performers from the rest, we analyzed data from over 20,000 brands in our latest Subscriber Trends report. The result: Timely insights that reveal exactly how to tap into customer preferences, drive recurring revenue, and build a loyal subscriber base that sticks around.
Key takeaways
- Subscribers generate 3x more revenue than one-time buyers.
- Rigid subscriptions lead to churn—offer customization options.
- Suggest complementary products to enhance the subscriber experience.
Lesson 1. Subscribers are your most lucrative and loyal fans
It’s no secret: Subscribers are the lifeblood of a thriving brand. Compared to one-time buyers, subscribers are inherently more valuable—they’re loyal, engaged, and consistently generate recurring revenue that fuels your growth. In fact, data from the report shows that subscribers generate 3x more revenue than one-time customers over their lifetime, thanks to repeat purchases and long-term engagement. The message is clear: Focusing on your subscribers means focusing on the most lucrative segment of your business.
Why are subscribers so valuable? Because they’re not just buying a product—they’re buying into a relationship. These customers are more likely to engage with your brand and advocate on your behalf.
So how can you tap into this value? Lean into strategies that elevate the subscriber experience at every touchpoint. Offer perks like early access to new products, subscriber-only discounts, and personalized recommendations based on their preferences. The goal is to turn a transactional experience into a relationship that’s built on value, trust, and excitement.
Lesson 2. Variety is the spice of (subscription) life
Nobody likes the same old, same old. When customers have options, they’re less likely to hit the cancel button. A diverse product catalog can be a game-changer in keeping subscribers engaged. Brands with a range of offerings are better equipped to satisfy the evolving tastes of their customers, which can help boost retention and customer lifetime value.
Data from the report shows that customers of Food & Beverage brands, for example, subscribe to an average of six products per subscriber. By mixing things up—whether it’s new flavors, seasonal items, or surprise bundles—you can keep subscribers excited and engaged.
Lean into your subscription management software to offer exclusive bundles or rotating product lines. Keep subscribers wondering, “What’s next?” and you’ll have them hooked for the long haul. Utilize a subscription management platform that supports bundling and customization options. Consider adding new items based on seasonal trends, customer feedback, or even limited-edition drops to keep things fresh.
Lesson 3: Rigid subscriptions are a one way ticket to churn
Today’s customers want it all: top-notch products and control over their subscriptions. That’s why features like skip-a-month options, easy swaps, and month-to-month plans aren’t just nice-to-have—they’re absolute musts. In fact, the report found that 53% of subscribers have made adjustments to align their subscriptions with their needs. Translation? If your subscription is rigid, it’s already on the chopping block.
Want to boost retention? Give subscribers the power to tweak, upgrade, or pause their plans whenever life throws them a curveball. Let them be the boss, and they’ll keep coming back for more.
Choose a subscription management solution that empowers your customers to tailor their experience. Features like skip-a-month options, plan upgrades, and adjustable delivery dates not only reduce churn but also show customers that you’re committed to meeting their needs, on their terms.
Lesson 4: Don’t just sell—suggest! Create a “binge-worthy” subscription experience
Just like a well-timed show recommendation keeps viewers glued to their screens, brands can cash in on the Netflix effect with cross-selling that keeps subscribers engaged and buying.
The data proves it: all industries saw an increase in orders per subscriber when they embraced this strategy—ranging from a 10% boost in food and beverage to a whopping 21% in health and wellness. This indicates that cross-selling strategies, such as bundling complementary products or offering exclusive add-ons, are resonating with subscribers.
Instead of just pushing products, create bundles that feel like you’re curating an experience just for them. Surface complementary items and offer exclusive add-ons that feel less like a sales pitch and more like a thoughtful suggestion. Use tools to analyze purchase patterns and offer relevant recommendations during the checkout process or through email marketing.
When done right, cross-selling isn’t about squeezing more dollars out of subscribers—it’s about deepening their relationship with your brand. The more you tailor the experience, the more likely subscribers are to keep coming back—just like a favorite show they can’t stop binging.
More insights from the evolving subscription economy
These four lessons are just a snapshot of the insights revealed in the Subscriber Trends report. Whether you’re looking to re-engage lapsed customers, diversify your catalog, offer more flexible options, or maximize subscriber spend, it’s clear that data-driven strategies are essential for success in the subscription economy.
For more industry-specific trends and actionable tips, download the full report to see how 20,000 brands are thriving in today’s competitive landscape.
