Introduction

The subscription economy is in a state of constant evolution, shaped by rapid advancements in technology and new market demands. From streaming giants to curated food services, understanding the modern subscriber is not just an advantage — it's the cornerstone of sustainable growth.

This report, based on an exclusive study by Hanover Research of 1,000 subscription consumers, provides a data-driven blueprint for acquisition, retention, and win-back strategies. It deciphers the core motivations behind subscriber behavior, offering actionable insights for those looking to grow their subscription company to new heights.

Essential takeaways

Value is paramount: A staggering 89% of consumers rate good value for the money as a top attribute when choosing a new subscription.
A major "pause gap" exists in the market: While 55% of consumers identify the ability to pause their subscription as a top priority, only 37% report currently having the option to pause a subscription. This gap between demand and availability represents an actionable market opportunity for brands to reduce churn and build goodwill.
Price incentives are a potent win-back lever: When asked what could have convinced them to stay, 34% of subscribers cite a simple discount and another 34% point to a lower overall price, making these powerful and efficient tools for reversing churn.
Early churn is a critical threat: The first year is a make-or-break period. Across all verticals, an average of 66% of all cancellations occur within the first 12 months of a subscription.

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