Almost half (48%) of Brazilian consumers plan to increase their spending on subscription services by 2030, consolidating the recurring consumption model as a fundamental part of household budgets. The conclusion is fromSignature Survey 2025an unprecedented study conducted by Vindi in partnership with Opinion Box.
In the last year alone, 35% of respondents increased this type of expense, which includes subscriptions to streaming services, gym memberships, gas, health insurance, among others. This year, 26% plan to further increase spending, a three percentage point rise compared to the 2024 survey, in which 23% indicated this intention.
According to Vindi's 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 opportunities for loyalty. It is a model that has matured and is expected to continue growing steadily in the coming years., affirms Marcelo Scarpa, VP of Financial Services at LWSA.
Streaming leads, but subscriptions to food apps and cloud services are growing
Although streaming remains the leader in the recurring consumption model, with 69%, other activities such as gyms, cloud services, and food app loyalty programs are also increasing in consumer preference.
Entertainment, such as video streaming (73%) and music (45%), still leads national preference. However, the research indicates a strong expansion of subscriptions for consumers' daily needs, highlighting food apps (40%) and gyms (40%).
The model also consolidates itself 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 the Brazilian consumer is comfortable with the recurring payment model. But they are also demanding: they expect a good experience, continuous value, and autonomy to control their expenses., scores Scarpa.
Shared ads and passwords: the new dilemmas of the streaming consumer
Experience remains a key factor for 30% of consumers to continue using a service. On the other hand, when it comes to streaming services, 58% are against ads on the platform, while 45% believe it's fair to have advertising and pay less for the service.
The hiring of family plans accounts for 80% of video subscriptions and 60% of audio subscriptions. Sharing passwords with people who do not live at the same address has decreased, from 56% last year to 49% in this year's survey.
The user experience (30%) and cost-benefit (20%) are among the main reasons for customer loyalty, in addition to offering exclusive benefits for subscribers (26%), according to the survey.On the other hand, 49% have already canceled services due to dissatisfaction, and 39% stated they do not use what they subscribed to frequently.
Credit card leads, but consumer distrust opens the way for Pix to advance
The research reveals a paradox in consumer behavior: although credit cards are still the most used payment method for subscriptions (69%), distrust is high, with only 24% of users stating they fully trust entering their data online.
This tension creates space for the growth of alternative methods such as Pix (13%) and debit (8%), especially among the younger population. For companies, this scenario demonstrates the need to offer not only variety but also technology that ensures security and a payment experience with few steps.
We see a growing trend in Pix payments with the arrival of scheduled Pix and, in the coming months, with installment Pix, so 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.
