September 25, 2025
Easy Cancellations Could be the New Loyalty Strategy in Subscriptions
When was the last time you cancelled a subscription — and then came back later? The option to pause or leave without hassle is exactly what convinces many consumers to stay loyal in the first place.
According to Chargebee’s 2025 Global Consumer Insights Report, flexibility has become a dealbreaker in the subscription economy. Eighty-two percent say they’re more likely to sign up if cancellation is easy, and 58% have paused instead of cancelling when given the choice. What looks like an exit often turns into extended loyalty.
Despite frequent headlines about “subscription fatigue,” the market is steady. Almost half of consumers increased discretionary spending on subscriptions this year, with millennials leading at 69%. Overall, 80% have no plans to scale back but they are more selective about where their money goes. Companies that thrive are those offering transparent pricing, curated bundles, and personalised experiences, not those relying solely on discounts or overwhelming menus.
Justified Value Behind Costs
Price hikes remain a big friction point because many consumers don’t think they are justified. Ninety percent noticed increases over the past year, but only 58% believed the companies had enough reason to do so. The report suggests that the gap lies in communication: customers need to see the value behind higher costs. Flexibility on pricing also appeals, with 70% open to usage-based models.
Guy Marion, CMO of Chargebee, said: “They want flexibility without friction, pricing that feels fair, and the option to leave without punishment. What this research makes clear is that when companies empower customers with transparency and control, they don’t lose them faster. They actually keep them longer.”
Streaming services still dominate at 82%, followed by retail loyalty (56%) and online shopping memberships (55%). The trend is present across almost all categories: consumers want subscriptions that can flex with life’s unpredictability.
