Nearly half (48%) of Brazilian consumers plan to increase their spending on subscription services by 2030, solidifying the recurring consumption model as a fundamental part of household budgets. This conclusion comes from the 2025 Subscriptions Survey, an unprecedented study conducted by Vindi in partnership with Opinion Box.
Just last year, 35% of respondents increased this type of spending, which includes subscriptions for streaming services, gym memberships, gas, health plans, and more. This year, 26% plan to further expand their spending, a three-percentage-point increase compared to the 2024 survey, where 23% expressed this intention.
According to Vindi’s study, 56% of Brazilians already spend between R$51 and R$200 monthly on subscriptions. “Recurring payments now represent convenience, predictability, and practicality for the consumer. And for businesses, they mean stable revenue and customer loyalty opportunities. It’s a model that has matured and is expected to continue growing steadily in the coming years,” says Marcelo Scarpa, VP of Financial Services at LWSA.
Streaming leads, but food app and cloud service subscriptions grow
Although streaming remains the leader in recurring consumption (69%), other services like gyms, cloud services, and food app loyalty programs are also gaining preference among consumers.
Entertainment, such as video streaming (73%) and music (45%), still leads national preferences. However, the survey points to strong growth in subscriptions for daily consumer needs, particularly food apps (40%) and gym memberships (40%).
The model is also solidifying in essential household services like health plans (43%), insurance (35%), and education (29%), as well as productivity tools such as cloud storage (35%).
“This behavior indicates that Brazilian consumers are comfortable with the logic of recurring payments. But they are also demanding: they expect a good experience, continuous value, and autonomy to control their spending,” Scarpa notes.
Ads and shared passwords: the new dilemmas for streaming consumers
Experience remains a key factor for 30% of consumers to keep a service. On the other hand, when it comes to streaming, 58% oppose ads on the platform, while 45% consider it fair to have advertising and pay less for the service.
Family plans account for 80% of video subscriptions and 60% of audio subscriptions. Meanwhile, password-sharing with people outside the household has decreased, from 56% last year to 49% in this year’s survey.
User experience (30%) and cost-effectiveness (20%) are among the main reasons for customer retention, along with exclusive benefits for subscribers (26%), according to the survey. On the other hand, 49% have canceled services due to dissatisfaction, and 39% said they don’t frequently use what they subscribed to.
Credit cards lead, but consumer distrust opens room for Pix growth
The survey reveals a paradox in consumer behavior: although credit cards remain the most common payment method for subscriptions (69%), distrust is high, with only 24% of users saying they fully trust registering their data online.
This tension creates space for the growth of alternative methods like Pix (13%) and debit (8%), especially among younger consumers. For businesses, this scenario highlights the need to offer not only variety but also technology that ensures security and a streamlined payment experience.
“We see a growing trend in Pix payments with the introduction of scheduled Pix and, in the coming months, installment Pix. As such, businesses will have to adapt,” concludes Scarpa.
**The 2025 Subscriptions Survey was conducted in May 2025 with 2,023 consumers across all regions of Brazil. The margin of error is 2.2 percentage points.
