The risk of falling behind: why subscription consumption is inevitable

The streaming model has revolutionized the way we consume content, and its impact has extended beyond screens. What began with music and video has transformed into a new consumption standard, which now extends to various economic sectors. Books, fashion, food, health, and even pet services have started to be delivered recurrently through subscriptions. According to McKinsey, this market grew over 100% per year between 2011 and 2016 in the United States. In Brazil, a PwC survey indicates that revenue predictability and continuous customer engagement are the main attractions of this model for companies.

In a scenario where the cost of acquiring new consumers is increasingly high, the subscription model is no longer a novelty but has established itself as a market requirement. More than a trend, subscription-based consumption represents a practical and strategic response to contemporary business challenges. Companies that adopt recurring revenue gain three fundamental pillars for their sustainability: revenue predictability, customer loyalty, and scalability potential.

This is a model that allows for more secure future planning, reduces customer churn, and scales operations with more aggressive investments in marketing, technology, and innovation. It is no wonder that giants like Microsoft, Apple, and Amazon already concentrate a significant portion of their revenue in this format. Nevertheless, many traditional companies resist this transformation, which puts them at a competitive disadvantage. The problem lies not only in ignoring a trend but in turning a blind eye to a structural shift in consumer behavior.

Today's consumers value convenience, personalization, and continuous experiences, and they expect brands to deliver all of this seamlessly. Ignoring this movement is a strategic risk. To remain relevant, companies must leave behind the transactional model, based on one-off purchases, and adopt a relational approach supported by ecosystems of recurring products and services. The key lies in customer-centric digital transformation: investing in data, customer service, and personalization. Subscription-based consumption is not a passing fad—it is the new standard. And brands that fail to adapt now run the serious risk of being left behind.