Demystifying the hype of subscription

Demystifying the hype

of subscription

What is the true potential of subscription and what drives its success?

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We expose key myths and deliver truths about subscription

M Y T H

Subscription hype is driven by growing customer interest

The hype around subscriptions is driven by the companies that offer them – 42% of customers are not even aware of having a subscription

M Y T H

Convenience is the most important factor in deciding to subscribe

Financial incentives are the most important factors in making a decision to subscribe – indicated by 45% of customers

T R U T H

Subscription fosters customer loyalty

of customers reduced the time spent on the usage of other similar services after getting a subscription

T R U T H

Subscription drives money spending

of customers started spending more money on a particular category after getting a subscription

We asked 9,000 customers in Europe and Western Asia about their preferences regarding subscription

Deloitte Digital took a closer look at the development of subscription-based business models in recent years to identify future strategic opportunities in this area. As an input for this study, we conducted a customer research to examine customer preferences with respect to subscription services, including their behaviours, motivations and barriers.

Compared to other market research, Deloitte’s study presents voice of customers across 9 European and Western Asia markets, thus providing cross-country insights allowing us to identify the most prospective markets for new subscription entrants.