What entices new subscribers?
To attract new customers in a crowded marketplace, brands must lead with a clear, undeniable value proposition, deep-seated flexibility, and compelling introductory offers without locking them in long term.
The most critical factor is the perception of value. When asked to rate the importance of service attributes, consumers were unequivocal. Good value for the money (89%), reliability and security (85%), and price (84%) emerged as the top three considerations, significantly outpacing other factors. While exclusive products or unique features can be differentiators, they cannot compensate for a weak value proposition or concerns about security.
of consumers said good value for money ranks as the most important consideration when considering a new subscription service
Beyond these fundamentals, subscribers demand control and low-risk entry points to combat the fear of being locked into a service that doesn't meet their needs. When asked to identify the single most important subscription option, flexible pause/cancellation options were the top choice for 55% of consumers. Personalizing subscriptions means giving subscribers the ability to upgrade, downgrade, pause, and make adjustments as they see fit. This desire for flexibility is even more pronounced in Europe, where 62% of subscribers ranked pause/cancellation options as most important, compared to 50% in the U.S.
55%
of consumers identify flexible pause or cancellation options as one of their most important considerations, highlighting a profound need for subscriber control
The most important promotional offer is a free trial period, selected as most important by 43% of consumers. This significantly outpaces discounted periods (31%) and exclusive content offers (27%). A free trial directly addresses consumer risk aversion, allowing them to experience the full value of a service before a financial commitment is made.
You don’t have to believe us though. Consider what subscribers said in our panel discussion with subscribers on how value and flexibility play into their decision-making:
Most important promotional offers
A free trial period
Discounted period (e.g., 25% off for 3 months)
Exclusive content/products
Discounted rate on an annual subscription
Bundling deals (i.e., discount from other service)
A free trial, however, doesn’t mean automatic conversion. According to our own research in the State of Subscriptions report, the conversion rate for free trials has fallen from 46% in 2021 to 33% in 2024. Even though trials have become less effective at conversion, there is still high demand for them, which means brands have to fine tune their strategy. Successful trials are now those that focus on delivering immediate value, potentially aligning with high-impact offerings like exclusive content premieres, discounted subscriptions once completing the trial, or bundled services.
A one-week trial is standard
but for content-heavy services like streaming audio, over half of subscribers (55%) engaged with trials lasting a month or longer, showing the need to match trial length to the time it takes for a user to discover your full value, because who can honestly binge a 20+ episode season in just a week?
While these acquisition drivers are broadly applicable, the data also reveals notable regional preferences in the types of subscriptions consumers adopt. The following table breaks down purchasing habits for various categories between European and U.S. consumers over the past 12 months:
Subscriptions purchased in the past year by region
European consumers lead in adoption of gaming, software, and news and reading subscriptions, while U.S. consumers have a stronger appetite for in-person entertainment and pet product subscriptions. Go-to-market strategies need to be tailored to account for these regional popularity differences in category adoption and market maturity.
Overall subscriptions purchased in the past year
Streaming video
Streaming audio
Gaming
Food
Software
Health & fitness
Pet products
News/Reading
Wine/Alcohol
Beauty
Consumer goods & retail
Travel
In-person entertainment
In the past year, 80% of consumers globally subscribed to streaming video services, making it the most popular subscription category. Streaming audio followed at 61%, while gaming subscriptions ranked third at 48%.
“As a team, we are focused on what will have the most meaningful impact on the customer experience. That vision serves as our north star when deciding which features, capabilities, and new experiences to develop or enhance.”
— David Hayne, President and CTO, URBN
Personal recommendations and social media are the most influential factors driving purchase decisions across most categories. For many of the largest subscription categories, influence is highly personal. A recommendation from a friend or family member is the top driver for services like streaming video, gaming, and food. Social media serves as the primary purchase influencer for trend-driven verticals such as beauty, health and fitness, and travel.
Most influential channel for subscription services
Discovery channels also show strong regional patterns. For example, European consumers are more likely to hear about food services via personal recommendations (38% vs. 26% in the U.S.), while U.S. subscribers are more influenced by social media for streaming audio (45% vs. 26% in Europe).
Just listen to how one of our panelists (Elliot) will sign up for a service due solely to if they have a free trial or not:
What really interests a subscriber?
Understanding why a subscriber makes their first purchase is key to sustainable growth. Acquisition drivers vary and fall into distinct groups. Aligning the right channel with the right primary and secondary motivators is crucial for companies to convert.
Top reasons for subscription purchase by vertical
Media and entertainment subscriptions in streaming video, audio, and gaming are primarily driven by variety of content, while more utilitarian services like software and pet products attract subscribers by meeting a specific need or offering clear cost savings. Meanwhile, verticals focused on curated physical goods (e.g., wine, consumer goods) depend on consistent quality as their main draw, and discovery-based models in beauty and food successfully appeal to a customer's desire to try something new.
A successful acquisition strategy hinges on a clear value proposition and terms that reduce commitment anxiety. Brands must implement easy-to-use pause and cancellation options in their messaging and user flows. A well-marketed free trial should be treated as the entry point, allowing the quality of the service itself to become the closing argument.
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