Acquiring new subscribers isn’t getting any easier — or cheaper. Compensating for the loss of a single customer can require the acquisition of three new ones. With that in mind, it’s no surprise that our 2025 State of Subscriptions data found that acquisition rates have declined from 4.1% in 2021 to 2.8% in 2024.

In today’s market, the smartest companies aren’t pouring energy into short-term wins, but are instead focusing on what really moves the needle: building lasting relationships with the people who have already signed up. That’s the heart of long-term growth.

Our new resource, The ultimate guide to subscriber retention, goes deep on what it takes to hold onto subscribers, even as competition and customer expectations rise. If you want the full picture, the guide is waiting for you, but here’s a quick look at a few of its standout takeaways to help you start thinking differently about retention.

💡 Keep reading to get some of the highlights or check out the full guide now

Engagement: Don’t just sign up subscribers — connect with them

Subscriber retention goes beyond a free trial, splashy discount, or effective onboarding process. True engagement requires nurturing connections throughout the customer lifecycle by continuing to create value and reminding subscribers — regularly — why they should stay. 

Engagement thrives on experiences that resonate on a personal level. Here are some actionable ways to make those connections stick:

  • Share exclusive or behind-the-scenes content to make them feel valued

  • Build a sense of community, such as Alaska Airlines offering exclusive perks even before purchases

  • Celebrate important milestones with personalized messages or unique offers

  • Showcase features or benefits that individual subscribers haven’t yet explored

But engagement isn’t just about one-off interactions. Regular communication and support throughout the subscriber journey matter even more. Simple gestures like sending helpful tips, personalized recommendations, or even a quick check-in can make all the difference. This consistent engagement cultivates a community of users who don’t just stick around, but truly advocate for your brand.

Flexibility: Adapt subscriptions to real life

The reality of modern subscribers? Their needs change constantly. The companies that thrive are those that adapt their subscription models to meet evolving lifestyle and financial needs. Flexibility reduces churn by offering choices that mirror the dynamic nature of everyday life.

When you give subscribers greater control of how they engage with your services, the less likely they are to leave. Consider these practices for maximum flexibility:

  • Allow subscribers to pause their plans temporarily instead of canceling altogether. This simple option alone can retain a significant portion of customers who might otherwise leave

  • Offer customizable subscription plans so individuals can adjust based on budget or changing needs

  • Support various payment methods to accommodate different preferences

Subscribers want to feel empowered, not locked in. Putting them in the driver’s seat demonstrates your respect for their needs and builds trust. 

And don’t underestimate making payments straightforward. Whether someone prefers a digital wallet or a local currency, meeting them where they are reduces the risk of dropped accounts over minor hassles.

Frictionless experiences: Remove barriers for subscribers

It’s simple: if using your service ever feels like too much work, subscribers will leave. Every interaction counts. From sign-up to billing, from troubleshooting to plan adjustments, things should just work.

Luckily, even small changes can have a meaningful impact. Here are a few ways you can create and maintain frictionless user experiences:

  • Provide a quick and simple sign-up process with minimal steps

  • Integrate automated billing systems so customers never miss payments or face unexpected fees

  • Ensure account changes — like upgrading, downgrading, or canceling — are straightforward and effortless

  • Build a responsive support system to resolve issues without frustration

A real-world example? Paramount+'s record-breaking Super Bowl streaming success. When the Super Bowl rolled around in 2024, Paramount+ wasn’t just ready — they were primed for a record-breaking performance. With a 50% increase in streaming viewership and the largest single-day sign-ups in their history, they proved that frictionless experiences are a game-changer. 

By personalizing the post-Super Bowl experience, guiding users to targeted content like “Halo” and “Tracker,” they were able to convert temporary free trials into long-term subscribers. The key to their success? An integrated system that not only delivered on the live event but also made it easy for new subscribers to continue engaging, creating a frictionless transition from one experience to the next.

Start future-proofing your retention strategy

Subscriber retention isn’t just a box to tick. It’s an intentional process that pays back over time. If you want to see more examples and tools you can apply right away, our full guide lays it all out in detail.

Remember, small changes today can open the door to big wins tomorrow. It’s not just about holding onto subscribers; it’s about earning their loyalty for the long haul. 

Read the full guide