Nearly half (48%) of Brazilian consumers intend to increase their spending on subscription services by 2030, consolidating the recurring consumption model as a fundamental part of household budgets. The conclusion comes from the 2025 Subscription Survey, a groundbreaking 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, among others. This year, 26% plan to further increase their spending, a three-percentage-point rise compared to the 2024 survey, where 23% indicated this intention.
According to Vindi’s study, 56% of Brazilians already spend between R$51 and R$200 monthly on subscriptions. “Recurring payments have come to represent convenience, predictability, and practicality for consumers. And for businesses, it means 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 models at 69%, other activities such as gyms, cloud services, and food app loyalty programs are also gaining consumer preference.
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 gyms (40%).
The model is also consolidating in essential household 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 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”, notes Scarpa.
Ads and shared passwords: the new dilemmas for streaming consumers
Experience remains a key 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% think it’s 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 who don’t live at the same address has decreased, dropping from 56% last year to 49% in this year’s survey.
User experience (30%) and cost-benefit (20%) are among the main reasons for customer loyalty, along with exclusive perks 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 space for Pix’s advance
The survey reveals a paradox in consumer behavior: although credit cards remain the most used payment method for subscriptions (69%), distrust is high, with only 24% of users saying they fully trust registering their data online.
This tension creates room for the growth of alternative methods like Pix (13%) and debit (8%), especially among younger consumers. For businesses, this scenario demonstrates the need to offer not just variety but also technology that ensures security and a seamless payment experience.
“We see a growing trend in Pix payments with the arrival of scheduled Pix and, in the coming months, with installment Pix. As such, businesses 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.
