Welcome to Subscriptions Weekly! Bringing you the top subscription news to kick off your week. Here’s what’s making headlines—and how they reflect the latent shift in the industry. 

  • Spotify's new audiobook subscription: A prime example of how expanding offerings can boost engagement and retention.

  • Europe’s OTT market boom: Streaming demand is rising, reflecting the global subscriber growth.

  • Netflix's price hike: A real-world look at the balance between pricing strategies and subscriber loyalty.

  • Apple’s advanced commerce API: A step forward in seamless payments and personalization—both critical for retention.

  • Exclusive Recurly insights: Tune in to our two latest podcasts for expert perspectives on tackling subscription challenges and driving growth.

Spotify expands into audiobooks

Spotify is enhancing its subscription offerings with an audiobook library available to Premium subscribers in the US, UK, and Australia. This bold move to integrate audiobooks within its existing subscription aligns with its mission to become a comprehensive platform for audio content.

Why it matters: Spotify’s strategy highlights the power of bundling and cross-category offerings in driving subscription growth. Read more about Spotify’s audiobook expansion here

Europe’s OTT market growth

Europe’s Over-The-Top (OTT) streaming market is booming, with revenue expected to grow by 10% annually, reaching $45 billion by 2026. Factors driving growth include increased local content investment, platform mergers, and improved distribution strategies.

Why it matters: The OTT market in Europe showcases how localization and strategic partnerships are key drivers of success in the subscription economy. Discover more about Europe’s OTT trends here

Apple launches advanced commerce API to enhance subscription models

 Apple introduced its Advanced Commerce API, designed to provide developers with greater flexibility in managing extensive content catalogs, creator-driven experiences, and subscription-based add-ons within apps. This move aims to bolster the capabilities of subscription models on Apple's platforms, offering developers enhanced tools to optimize user engagement and monetization strategies.

Why it matters: This development underscores the ongoing evolution of subscription services, with major tech companies like Apple investing in tools to support and expand the subscription economy. Dive into the details here

Netflix increases subscription price

Netflix has announced a price increase for its subscription plans in the U.S. The standard plan with ads will rise to $7.99 per month from the current $6.99, and the standard ad-free subscription will also see an increase. This change reflects Netflix's strategy to enhance its content offerings and maintain its position in the competitive streaming market.

Why it matters: These developments highlight the ongoing evolution of subscription models in the entertainment industry, focusing on enhanced offerings and strategic pricing adjustments. Read more here

Exclusive Recurly insights:

B2B customer success: Lessons from an industry leader

Rachel Sherriff, our Chief Customer Officer, shared her expertise on achieving B2B customer success in episode 220 of the SalesStar Podcast. She dives deep into strategies that drive retention and long-term client relationships. Listen to Rachel’s episode here.

Insights from a marketing leader: Building teams for success

Lina Tonk, our Chief Marketing Officer, was featured in Marketing Week, where she shared valuable insights on building high-performing teams in today’s fast-paced business world. Highlights from Lina’s interview include:

  • Encouraging cross-functional collaboration: Lina explained how breaking down silos promotes creativity and teamwork.

  • Building trust within teams: She shared how fostering trust creates a safe space for innovation and risk-taking.

  • Aligning team goals with company objectives: Lina discussed how goal alignment drives focus, accountability, and success.

  • Balancing risks and rewards: She offered tips on how to take calculated risks while staying flexible and ready to adapt.

This is the second time Lina has worked with journalist Matt Valentine, further solidifying Recurly’s voice in industry-leading conversations about team-building and marketing innovation.

Note: This article is Marketing Week subscriber-exclusive content, if you're a subscriber, you can check it out here.

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  • Benchmarks on acquisition, churn, and retention.

  • Advanced payment segmentation and tech trends.

  • Industry-specific performance snapshots.

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