Welcome back to Subscriptions Weekly! Retention is taking the center stage: Apple is giving developers new tools to reduce churn,  Netflix’s ad-supported tier is growing faster than ever, and Disney+ is launching perks to build long-term engagement.

Meanwhile, bold AI pricing models and student sports paywalls are stirring backlash, and new data questions whether traditional loyalty still matters. Dieux proves how smart UX and customer feedback can turn into serious subscription growth. Plus, Recurly’s most anticipated virtual event of the year is now open for registration. Let’s dive in.

Netflix ad tier tops 94 million users

Netflix’s $7.99 ad-supported tier now exceeds 94 million global subscribers, up from 70 million earlier this year. Viewers stream about 41 hours monthly, anchored by legacy titles like Ozark and Orange Is the New Black. Personalized, interactive ad experiences powered by AI are on the way. The takeaway? Ad-supported doesn’t mean lower value — it can be a gateway to scale. Read more

Apple introduces Retention Messaging API

Apple is now allowing developers to engage users at the point of cancellation through a new Retention Messaging API. The feature supports real-time offers like plan changes, messages with images, or discounts when a user tries to cancel through their iOS settings.

This opens the door for brands to turn critical churn moments into renewal opportunities — without losing trust. Full story

Disney Plus launches perks to deepen engagement

Disney Plus has launched a new perks program across Hulu and ESPN, offering sweepstakes, discounts, and member-only experiences. This always-on value layer is designed to reward engagement beyond content consumption. Perks are becoming a loyalty lever that goes beyond bundling, and Disney is setting the tone. Read more

Premium AI subscriptions spark accessibility debate

Some AI tools now charge more than $200 per month for premium access to advanced features. This has sparked debate around digital equity as AI becomes a fundamental productivity tool. The question now: how do we scale innovation without leaving users behind? Read more 

College sports paywall prompts backlash

Ontario University Athletics introduced a paywall on OUA TV, charging for previously free student sports streams. The decision triggered a backlash among students and alumni, with concerns around affordability and access. It’s a sharp reminder that when a freemium model shifts to paid access, the perceived value must rise with it — or risk eroding the loyalty it was built on. Read more

Loyalty is reaching a breaking point in retail

A new study focused on the retail industry shows that nearly half of consumers would cancel or walk away after just one bad experience. Traditional loyalty tactics like perks and points are losing traction as expectations shift toward emotional connection and dependable service.

In today’s retail landscape, loyalty isn’t something you offer — it’s something you prove, over and over again. Read the full study

Work in the most exciting industry: Open roles in subscriptions

Ready for your next challenge? These leading subscription companies are hiring. From design specialists to SDRs, here’s a round-up of interesting job offerings. 

Pipefy: Empowers business teams to automate and scale workflows in minutes — no code, no bottlenecks

Birdeye: AI platform purpose-built for multi-location brands. Over 150,000 businesses rely on Birdeye’s intelligent AI agents to run marketing and drive business outcomes.

New from Recurly

Dieux gains 1,000 subscribers in 3 weeks

Clinically backed skincare brand Dieux launched subscriptions with Recurly Commerce and saw 1,000 new subscribers in just three weeks, with daily spikes of over 200 sign-ups. Built by a small team, Dieux relied on Reculy Commerce’s intuitive UX and flexibility to scale quickly. Read the full customer story

"Good UX is when you use something and have no questions. That’s Recurly Commerce." — Charlotte Palermino, Co-founder & CEO, Dieux

Subscription Sessions returns this September

Subscription Sessions: Going global is back on September 24th. Join speakers from leading brands to learn how to scale beyond borders with clarity and confidence.

Expect practical playbooks for localization, personalization, global retention, and a sneak peek of Recurly’s latest engagement tools. Save your spot

The real growth in ecommerce starts after the sale

Your subscribers expect more than convenience. They want flexibility, personalization, and consistency. Our ecommerce subscriptions playbook breaks down how to turn one-time shoppers into long-term loyalists through smarter fulfillment operations, loyalty programs that stick, and scalable, friction-free experiences. Get the playbook