Big shifts continue across the subscription economy: Google introduces AI Ultra, a premium subscription plan for advanced AI tools. ESPN announces a standalone streaming service, marking a significant move away from traditional cable. Ad-supported streaming subscriptions now comprise nearly half of the U.S. market. 

Google launches AI ultra subscription plan

At Google I/O 2025, Google unveiled 'AI Ultra,' a new subscription offering designed for power users and developers seeking advanced AI functionalities. This plan enhances Google's AI services portfolio, providing scalable solutions for various user needs.

Why it matters: Google's introduction of AI Ultra signifies its commitment to evolving its AI ecosystem and catering to a diverse user base, from casual users to professionals. Read more 

ESPN announces standalone streaming service

ESPN, owned by Disney+, is set to launch a standalone streaming service by late summer 2025. Priced at $30 per month, this move aims to attract both cord-cutters and sports enthusiasts, marking a significant shift after a decade of speculation and industry anticipation.

Why it matters: ESPN's pivot to a direct-to-consumer model reflects broader trends in media consumption, potentially accelerating the decline of traditional cable TV and reshaping how sports content is delivered. Read more 

Ad-supported streaming subscriptions surge

Ad-supported streaming subscriptions have reached 46% of the U.S. market in Q1 2025, reflecting a 32.7% year-over-year increase. This growth indicates a significant shift in consumer preferences toward more affordable streaming options.

Why it matters: The rise of ad-supported tiers suggests consumers are seeking cost-effective ways to access content, prompting streaming services to diversify their subscription models to cater to varying preferences.Read more

Avoiding Apple’s 30% fees: How Recurly helps you take control

With Apple now allowing apps to link to external sites for subscription purchases, businesses can finally bypass App Store fees — and own the full customer journey. In our latest Product Perspectives article, we break down how Recurly makes web-based sign-ups seamless, secure, and scalable. Read the full blog 

New from Product Perspectives: Smarter payment retries

What if failed payments didn’t mean lost revenue? In this issue of Product Perspectives, VP of Product Management, Niraj Naik dives into how Recurly’s intelligent retry logic uses machine learning to recover revenue, reduce churn, and give your payment strategy a serious upgrade. Read the blog

How Powtoon tackled fraud and scaled globally with Recurly

With over 50 million users worldwide, Powtoon turned to Recurly to combat fraud, recover more revenue, and scale smarter. The result? A 90% drop in signup declines and seamless revenue recovery across continents. Read the full story

Upcoming webinar: Experience-led growth: How leading brands engage, convert, and retain

Join us on June 18 for the next What’s Next Series virtual event!  Industry experts will break down how leading brands drive sustainable growth by putting subscriber experiences first. Learn how engagement, conversion, and retention strategies can transform your business. Save your spot 

Recurly Spring Release 2025: Your growth toolkit is here

The latest innovations are live. This release is all about smarter growth. Recurly Commerce powers flexible, dynamic storefronts. Recurly Engage drives real-time subscriber actions. Plus: 10+ new payment methods and deeper analytics with Recurly Compass. Explore what’s new

From the Recurly blog