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 the household budget. The conclusion is from Signature Survey 2025, an unprecedented study carried out by Vindi in partnership with Opinion Box.
In the last year alone, 35% of respondents increased this type of spending, which includes subscriptions to streaming services, gym memberships, gas, health insurance, and others. This year, 26% plan to increase their spending even further, 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 per month on subscriptions.. “Recurring payments have come to represent convenience, predictability, and practicality for consumers. And for companies, it means stable revenue and opportunities for loyalty. It’s a model that has matured and should continue to grow steadily in the coming years.”, says Marcelo Scarpa, VP of Financial Services da LWSA.
Streaming leads, but subscriptions to food apps and cloud services grow
Although streaming remains the leading recurring consumption model, with 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 the national trend. However, the survey points to a strong expansion in subscriptions for everyday consumer needs, particularly food apps (40%) and gym memberships (40%).
The model is also consolidated in essential family budget services, such as health plans (43%), insurance (35%) and education (29%), in addition to productivity tools, such as 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.”, Scarpa points out.
Ads and shared passwords: the new dilemmas of the streaming consumer
Experience remains a key factor in keeping a service for 30% of consumers. On the other hand, when it comes to streaming services, 58% oppose ads on the platform, while 45% believe it’s fair to have ads and pay less for the service.
Family plans account for 80% of video subscriptions and 60% of audio subscriptions. Password sharing with people who don’t live at the same address has decreased, 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, in addition to offering exclusive benefits to subscribers (26%), according to the survey. On the other hand, 49% have already canceled services due to dissatisfaction and 39% said they do not frequently use what they subscribed to.
Credit cards lead the way, but consumer distrust paves the way for Pix to advance
The research reveals a paradox in consumer behavior: although credit cards are still the most widely used payment method for subscriptions (69%), distrust is high, with only 24% of users stating that they completely trust registering their data online.
This tension paves the way for the growth of alternative payment methods like 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 ensures security and a payment experience with fewer steps.
“We see a growing trend in Pix payments with the arrival of scheduled Pix and, in the coming months, with Pix installments. 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.
