When a major outage hits, it doesn't just crash systems — it affects customer trust, revenue, and sometimes, entire businesses. 37% subscribers canceled their service in the last year because of poor performance. The stakes have never been higher. 

Our new report From crashes to cash: Delivering exceptional service during high-traffic events, explores subscription services performance during peak times and their impacts on customer behavior. Plus, we’ll share actionable strategies to ensure that downtime becomes a thing of the past.

Download it now to get the full scope or keep reading for the key takeaways. 

Why peak performance is make-or-break

Subscription services are now an essential part of consumers’ life. From music to travel to retail, two-thirds of consumers are active subscribers — with 43% paying for more than one service.

Yet, the promise of “always-on" access creates elevated expectations. And when subscribers face friction, their patience runs thin. As Dylan Hoeffler, VP, Product Marketing at Recurly, puts it: “Because [subscribers] pay regularly, in advance, they expect continuous, unbroken service. Subscriptions have become the new utilities.”

Nowhere are these expectations more critical than during high-traffic periods. A third of subscription customers have faced a service issue during a peak period — 16% suffered multiple outages. Remember the Glastonbury ticket chaos?

Subscription disruptions and what they cost

High-profile disruptions have stunned businesses and consumers alike. Take one of the largest IT outages in history: the CrowdStrike incident, which alone impacted 8.5 million systems worldwide, with financial damages estimated in billions of dollars. 

In 2024, of the consumers who experienced a service outage or issue, the most commonly impacted services were:

  • Streaming/media: 45%

  • Financial services: 26%

  • Travel/hospitality: 20%

  • Ticket sales: 18%

  • Ecommerce: 17%

Approximately 45% of subscribers would switch to a competitor if they experienced service disruptions during critical moments, this year represents a crucial time for subscription-based businesses. 

"Not only are there more disruptions to services today, but subscribers are increasingly empowered due to the wide variety of alternative providers. They're demanding great service, and if they don't get it, they're going to go somewhere else," says Mary Rosberg, VP, Growth Evangelist at Recurly.

Preparation wins: High-traffic events & the subscriber experience

High-traffic moments are stress tests for payment systems and user experiences. For example, 35% of customers faced performance issues when shopping for the holidays in 2024. The most frustrating pain points during outages are: 

  • Slow loading times (30%)

  • Unable to access account (19%)

  • Website/app crashes (18%)

  • Payment failures (18%)

Payment issues are especially damaging. False declines, failed renewals, and involuntary churn all contribute to lost revenue and damage customer trust. Brands that thrive during peak periods plan well in advance. Make sure you: 

  • Forecast demand accurately and share projections with every stakeholder

  • Auto-scale cloud infrastructure and stress-test all systems

  • Run joint pre-event planning with vendors well before peak periods

  • Design clear contingency and communication plans for every scenario

With thorough preparation and proactive collaboration, businesses can confidently tackle the challenges of high-demand periods. Addressing potential issues in advance not only mitigates risks but also builds trust and reliability with customers and partners alike.

💡 Check this out: How Recurly helps businesses scale for large digital events

Retention is the core of subscription growth

According to the State of Subscriptions report, acquisition rates dropped to 2.8% (from 4.1% in 2021), yet subscriber counts grew by 15.4% year over year. The message is clear: growth happens with retention, not just acquisition.

Reliability, scalability, and proactive support are non-negotiable as competition increases. As, Priya Lakshminarayanan, Chief Product Officer at Recurly, states: “Businesses should model subscriber behavior over time, identifying key moments to drive engagement and retention."

Retention is not just about preventing cancellations — it's about delivering value across the lifecycle and ensuring subscribers recognise the unique benefits your product has to offer. In an increasingly competitive market, prioritising retention strategies is crucial for sustainable growth.

Achieving success in the moments that matter most

Failing in the spotlight can cost you more than just a single customer —  it can mean irreparable brand damage and lost market share. While performance issues are a major contributor to churn, businesses that plan, communicate, and respond with agility win lasting loyalty.

Download our new report to help your teams get on the path to subscription growth. Explore user and payment experiences, seasonality, and high-traffic optimisation strategies to excel at peak performance.