De Netflix a Spotfy, serviços de streaming lideram assinaturas no Brasil

Nearly half (48%) of Brazilian consumers intend to increase their spending on subscription services by 2030, solidifying the recurring consumption model as a fundamental part of the household budget. This is the conclusion of the 2025 Subscription Survey, a pioneering study conducted by Vindi in partnership with Opinion Box.

In the last year alone, 35% of respondents increased this type of spending, which includes subscriptions for streaming services, gym memberships, gas, health plans, among others. This year, 26% plan to further increase their spending, a three percentage point increase compared to the 2024 survey, in which 23% indicated this intention.

According to the Vindi study, 56% of Brazilians already spend between R$ 51 and R$ 200 monthly on subscriptions. “Recurrence has come to represent convenience, predictability, and practicality for the consumer. And for companies, it means stable revenue and an opportunity for customer loyalty. It is a model that has matured and is expected to continue growing solidly in the coming years”, states Marcelo Scarpa, VP of Financial Services at LWSA.

Streaming leads, but subscriptions for food apps and cloud services grow

Although streaming continues to lead the recurring consumption model, at 69%, other activities such as gyms, cloud services, and food app loyalty programs are also growing in consumer preference.

Entertainment, such as video streaming (73%) and music (45%), still leads national preference. However, the survey points to a strong expansion of subscriptions for daily consumer needs, notably food apps (40%) and gyms (40%).

The model is also consolidating in essential family budget services, such as health plans (43%), insurance (35%), and education (29%), as well as productivity tools like cloud storage (35%).

“This behavior indicates that the Brazilian consumer is 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”, points out Scarpa.

Ads and shared passwords: the new dilemmas for streaming consumers

Experience remains a primary factor for 30% of consumers to maintain a service. On the other hand, when it comes to streaming services, 58% are against ads on the platform, while 45% find it fair to have advertising and pay less for the service.

Family plans account for 80% of video subscriptions and 60% of audio subscriptions. However, password sharing with people who do not reside at the same address has decreased, dropping from 56% last year to 49% measured in this year's survey. 

User experience (30%) and cost-benefit ratio (20%) are among the main reasons for customer retention, in addition to the offer of exclusive benefits for subscribers (26%), according to the survey. On the other hand, 49% have canceled services due to dissatisfaction, and 39% stated they do not frequently use what they subscribed to.

Credit card leads, but consumer distrust opens space for the advance of Pix

The survey reveals a paradox in consumer behavior: although the credit card is still the most used payment method for subscriptions (69%), distrust is high, with only 24% of users stating they fully trust registering their data online.

This tension opens space for the growth of alternative methods such as Pix (13%) and debit (8%), especially among younger consumers. For companies, this scenario demonstrates the need to offer not only variety but also technology that guarantees security and a payment experience with few steps.

“We see a growth trend in Pix payments with the arrival of scheduled Pix and, in the coming months, with installment Pix. Therefore, companies will have to adapt”, concludes Scarpa.

**The 2025 Subscription Survey was conducted in May 2025 with 2,023 consumers across all regions of Brazil. The margin of error is 2.2 percentage points.