From Netflix to Spotify, streaming services lead subscriptions in Brazil.

Almost half (48%) of Brazilian consumers intend to increase their spending on subscription services by 2030, solidifying the recurring consumption model as a key part of household budgets. The conclusion is from... Signature Research 2025A groundbreaking study conducted by Vindi in partnership with Opinion Box.

In the past year alone, 35% of respondents increased this type of spending, which includes streaming service subscriptions, gym memberships, gas, health insurance, and others. This year, 26% plan to increase spending further, a three percentage point increase compared to the 2024 survey, in which 23% expressed this intention.

According to Vindi's study, 561,000 Brazilians already spend between R$51 and R$200 per month on subscriptions. Recurrence has become synonymous with convenience, predictability, and practicality for the consumer. And for businesses, it means stable revenue and opportunities for customer loyalty. It's a model that has matured and should continue to grow soundly in the coming years.says Marcelo Scarpa, VP of Financial Services at LWSA.

Streaming is leading, but food app and cloud service subscriptions are also growing.

Despite streaming remaining the leading recurring consumption model, with 69%, other activities such as gyms, cloud services, and loyalty programs for food delivery apps are also increasing in consumer preference.

Entertainment, such as video streaming (73%) and music (45%), remains the national preference. However, the research highlights a strong expansion of subscriptions into consumers' daily lives, with a notable increase in food delivery apps (40%) and gyms (40%).

The model also establishes itself in essential household budget services, such as health plans (43%), insurance (35%), and education (29%), as well as productivity tools such as cloud storage (35%).

This behaviour indicates that Brazilian consumers are comfortable with the logic of recurring payments. But they are also demanding: they expect a good experience, ongoing value, and the autonomy to control their spending.Scarpa points out.

Shared Streaming Accounts and Passwords: The New Dilemmas for Streaming Consumers

Experience remains a primary factor for 30% consumers to maintain a service. Conversely, when it comes to the streaming service, 58% are against advertisements on the platform, while 45% find it fair to have advertising and pay less for the service.

Family plan subscriptions account for 80% of video subscriptions and 60% of audio subscriptions. Meanwhile, password sharing with individuals not residing 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 key reasons for customer retention, alongside exclusive subscriber benefits (26%), according to the research. On the other hand, 49% have cancelled services due to dissatisfaction, and 39% stated they don't frequently use what they subscribed to.

Credit cards lead, but consumer distrust opens the door for Pix to advance.

Research reveals a paradox in consumer behaviour: while credit cards remain the most frequently used payment method for subscriptions (69%), distrust is high, with only 24% of users stating that they fully trust providing their data online.

This tension creates opportunities for alternative payment methods like Pix (13%) and debit (8%) to flourish, particularly among younger demographics. For businesses, this situation highlights the need to offer not only variety, but also secure technology that guarantees a simple payment experience in few steps.

We're seeing a growth trend in Pix payments with the arrival of scheduled Pix and, in the coming months, with instalment Pix. Consequently, businesses will need to adapt.concluded Scarpa.

The 2025 Signature Research was conducted in May 2025 with 2,023 consumers across all regions of Brazil. The margin of error is 2.2 percentage points.