Welcome to Subscriptions Weekly! The subscription industry shows no signs of slowing down — and this week’s edition proves just how fast it's evolving. Gen Z is fueling subscription growth, Ryanair is joining the recurring revenue game, and streaming platforms are going premium.

Meanwhile, Nuuly is raising the bar for customer-first subscriptions, Subscription sessions: Spring edition is almost here, and the 2025 State of Subscriptions report remains your essential guide to what’s next. Let’s get into it!

Gen Z is driving the subscription economy

A new Visa study reveals that Gen Z spends an average of £305/month on subscriptions — triple the spend of older generations. Most popular categories include TV, music, and groceries, but 75% of Gen Z users have experienced payment-related issues like unclear billing or hard-to-cancel services. This is a wake-up call for brands: Gen Z expects convenience, personalization, and friction-free experiences — or they’ll walk away. Want the details? Read the full report

Ryanair launches "Prime" subscription for €79/year

The low-cost airline just dropped its annual subscription service, offering perks like reserved seats, travel insurance, and access to monthly flight sales. Capped at 250,000 members, Ryanair’s Prime plan could generate nearly €20M/year — all while boosting loyalty and spend. It’s another example of how legacy industries are embracing recurring revenue models to create predictable, long-term value. Check out how Ryanair is changing the game

Streaming goes premium

Platforms like Netflix, Max, and Disney+ are introducing higher-priced, ad-free tiers and bundling strategies to keep profits growing. Consumers are feeling the squeeze—but many are staying subscribed for the content. The takeaway? Retention depends on perceived value and exclusive experiences. Explore the trend

Joe Rohrlich, CEO of Recurly, talks leadership and growth

In his latest interview with Fintech Profile, Joe shares his vision for where the subscription space is headed — and how Recurly is helping brands adapt through smarter billing, growth tools, and customer-first solutions. “Great technology is just the beginning. What matters most is delivering customer value over time.” Read the interview

Recurly and Nuuly: Powering customer-centric growth

Nuuly, the circular fashion platform from URBN, is setting a new standard for flexible, personalized subscriptions. From “Check My Return”, which unlocks the next shipment as soon as your return hits UPS, to The Thrift Shop, which gives pre-loved pieces a second life — Nuuly is all about the customer. With Recurly supporting their subscription engine, Nuuly is scaling fast while staying true to their mission of sustainability, style, and simplicity. Read the full customer story

Subscription sessions: Spring edition — save your spot! Our biggest subscription event of the season is right around the corner! Join us on April 16 for a free virtual conference designed to fuel your growth with insights from leading brands and Recurly’s product experts.

  • April 16, 2025 | 10 AM BST / 10 AM PST

  • Free virtual event | One day, five sessions

Secure your spot now

2025 State of Subscriptions report:  Navigating the retention era

Recurly’s latest report reveals a significant industry shift: acquisition is slowing, and retention is taking center stage. With acquisition rates down from 4.1% (2021) to 2.8% (2024), brands must invest in flexibility, personalization, and lifetime value.

Highlights:

  • 20% of new acquisitions are returning subscribers

  • Pausing > canceling: Retention tools are working

  • AI is helping brands predict churn before it happens

Download your copy now!