The streaming model revolutionized the way we consume content, and its impact has gone beyond screens. What started with music and video has transformed into a new consumption standard, which now extends to various sectors of the economy. Books, fashion, food, health, and even pet services have begun to be delivered recurrently via subscription. According to McKinsey, this market grew by over 100% annually 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 businesses.
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 scaling 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’s no wonder giants like Microsoft, Apple, and Amazon already concentrate a significant portion of their revenue in this format. Yet, many traditional companies resist this transformation, putting them at a competitive disadvantage. The problem isn’t just ignoring a trend but 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, service, and personalization. Subscription-based consumption is not a passing fad—it’s the new standard. And brands that don’t adapt now run the serious risk of being left behind.
The risk of falling behind: why subscription-based consumption is inevitable
