Welcome to Subscriptions Weekly! A seismic shift hit the subscription economy this week as Apple was forced to allow external payment links in iOS apps — unlocking major opportunities for brands to bypass fees and reclaim control. Meanwhile, Duolingo’s AI-powered Max plan lifts its 2025 forecast, Roku makes a strategic move to acquire Frndly TV, and SiriusXM leans into retention and podcast growth.

We’re also gearing up for SubscriptionX London and SubSummit Dallas — and just launched a new Recurly guide to help you prep for peak subscription moments.

Apple forced to open up App Store — major shift for subscription brands

After losing a high-profile legal battle with Epic Games, Apple has officially updated its U.S. App Store rules to allow apps to link users to external websites for purchases — without restrictions or “scare screens.”

Why it matters: This ruling marks a turning point for subscription brands. For the first time, developers can guide users to their own billing flows — avoiding Apple’s 30% cut, gaining pricing freedom, and owning the full subscriber relationship.

Recurly is ready: We already support seamless web-based sign-ups, helping merchants reduce fees and accelerate growth. Read more

Duolingo raises forecast with AI-powered Max plan

Strong demand for Duolingo’s Max tier —featuring GPT-driven experiences— is resulting in higher-than-expected revenue projections for 2025.

Why it matters: AI-led experiences are proving their power to retain and upsell subscribers. Read more

Roku to acquire Frndly TV for $185M

Roku announced it will acquire Frndly TV, a family-friendly live TV service, in a bid to expand its subscription ecosystem and reach price-conscious households.

Why it matters: Roku is betting on content variety and affordability to drive recurring revenue growth. Read more

SiriusXM subscriber count dips, podcast revenue jumps

WhileSiriusXM lost 303K self-pay subscribers in Q1, churn decreased to  1.6% and podcast revenue surged 33%. The company emphasized that new retention programs   and multi-year OEM bundling with Tesla and Mitsubishi were key to achieve these results.

Why it matters: As legacy growth slows, SiriusXM is betting on creator content, podcast ads, and in-car innovation. Read more

New guide: From crashes to cash — how to prepare for high-traffic subscription events

Our latest guide covers everything you need to deliver frictionless experiences during peak periods.

Why it matters: The right preparation can turn surges in demand into lasting subscriber value. Download the guide

Upcoming events you can’t miss! 

Meet Recurly at SubscriptionX London – May 14: We’re headed to London for SubscriptionX! Stop by to meet the team and explore how Recurly helps brands grow smarter. Join us in London

SubSummit Dallas – May 28–30: Let’s connect at SubSummit, the largest event for DTC subscriptions. We’ll be on site to share insights, trends, and strategy. Save your spot

Recurly Release — Spring edition ‘25: Your growth toolkit just got an upgrade

We’ve rolled out our most powerful updates yet — including Recurly Compass for AI-driven decisions and over 10 new payment options, and tools to scale globally.

Why it matters: The right tech makes all the difference when you're racing to grow. This release gives subscription brands the edge they need. Dive into what’s new

Stream the insights shaping tomorrow’s subscriptions

Catch up on the most important conversations in the subscription economy. Subscription sessions: Spring edition is now available to stream — packed with actionable ideas and expert takes. Start watching now