The news: The subscription economy is on track to surge 67% over the next five years, reaching $1.2 trillion globally by 2030, according to Juniper Research. Digital video subscriptions lead the way and account for more than a third of all spending. 

The subscription model is scaling, but trust is fragile. With large shares of consumers across markets feeling they pay too much, retention will define the next growth phase.

Zooming out: Subscription fatigue is rising across markets. In Singapore, 57% of adults say they feel they spend too much on streaming, followed by 53% in India and 47% in Sweden. In the US, 42% of respondents report overspending concerns, per Simon-Kucher.

A disconnect is increasing between the pace of industry growth and consumers’ willingness to keep adding subscriptions. Provider consolidation, price hikes, and hybrid ad-supported video on demand (AVOD) may drive short-term revenues but risk long-term churn.

Finding solutions: Flexible options such as easier cancellations, loyalty programs, and ad-supported or freemium versions can give users a sense of control, turning management into a retention strategy. 

Bundling services into a single view can simplify choices for consumers and help reduce subscription “blind spots.” 

Without these adjustments, providers may cede customer relationships to fintech apps like Rocket Money, Chime, and Credit Karma, which are already positioning themselves as subscription management hubs.

What this means for brands: Growth in the subscription economy depends on embedding services more deeply into consumers’ lives, but loyalty hinges on reducing friction and proving value. 

Retention must be part of the design from the start—transparent pricing and policies, simple cancellation or tier-change processes, and clear, distinct benefits—so subscriptions become habits, not burdens.