Welcome to Subscriptions Weekly! This week’s headlines spotlight major shifts across the subscription economy — from Spotify’s global price increases to Verizon’s AI-powered churn strategy. We also explore the explosive growth of gaming subscriptions, the rise of hybrid pricing models, and 50+ new product innovations from Recurly. Plus, see how Lucid Software scaled to 100M+ users worldwide with Recurly powering their subscription growth. And if you missed Subscription Sessions Spring 2025, it’s now available on demand.

Spotify to increase subscription prices globally

Spotify will raise subscription prices in various countries across Europe and Latin America starting June 2025, aiming to boost profitability amid slowing growth.

Why it matters: This move highlights how streaming platforms are adjusting pricing to maintain margins in mature markets. Read more

Verizon leans on AI to reduce customer churn

Verizon lost over 350K wireless postpaid subscribers in Q1 2025. Now, it’s betting on AI to personalize experiences and win them back.

Why it matters: AI-driven personalization is fast becoming essential to improve customer satisfaction and retention. Read more

Gaming subscriptions expected to quadruple by 2035

The gaming subscription market is projected to grow from $11.75B to nearly $47B by 2035, driven by expanding libraries, cloud gaming, and exclusive content.

Why it matters: The model is proving sticky and lucrative as publishers and platforms scale recurring value. Read more

How Lucid Software scaled from startup to global leader

From a bold idea to 100M+ users worldwide, Lucid Software’s growth story is powered by smart strategy and a strong subscription foundation with Recurly. Learn how Lucid scaled internationally, simplified operations, and stayed agile through a 14-year partnership.

Why it matters: Behind every fast-scaling brand is a reliable subscription engine. Discover how the right platform can fuel innovation and global success. Read the customer story

Hybrid subscription models are gaining traction

More businesses are blending tiered, usage-based, and freemium pricing to better serve a variety of customer needs. Companies like Slack charge per user but only for those actively using the product, while Twilio combines base subscriptions with usage-based fees for things like SMS. Intercom layers AI-powered features on top of its core per-user pricing, and Gusto uses a flat platform fee plus per-employee charges to scale with growing teams. 

Why it matters: Flexible models like these help attract new users, unlock upsell opportunities, and improve long-term retention. Read more

Recurly Spring Release 2025: 50+ new ways to grow smarter

Our biggest product release of the year is here. From AI-powered insights with Recurly Compass to native Shopify management, 10+ new payment methods, and global-scale capabilities — Spring Release 2025 has it all. Why it matters: Subscription businesses need flexible, fast, and future-ready tools to stay competitive. This release is packed with innovations to help you scale with confidence. Explore the release

Subscription sessions: Spring edition is now available on demand

Couldn’t join us live? You can now stream every session from Subscription sessions: Spring edition. Hear from leaders at PayPal, FabFitFun, Scentbird, Recurly, and more on the future of subscription growth. Watch now