Cancel Anytime? Consumer Survey Says That’s Why They Stay

Chargebee’s 2025 Global Consumer Insights Report reveals why flexibility, transparency, and smart pricing are shaping the next era of the subscription economy; millennials increased their discretionary spending by 69% last year — more than any other group

NORTH BETHESDA, Md.--(BUSINESS WIRE)--Chargebee, a leading billing and monetization platform, today released its 2025 “Global Consumer Insights Report.” In partnership with Centiment, Chargebee surveyed 1,454 consumers across the US and UK, revealing that the early subscription land grab has evolved into a new era defined by trust, transparency, and flexibility — and that the very features designed to make leaving easier are the ones that keep customers loyal.

Despite headlines about “subscription fatigue,” the market isn’t shrinking. It is simply consolidating. Nearly half of consumers increased their discretionary spending this year, with millennials leading the way — 69% of millennials did so. Overall, 80% have no plans to cut back. Instead, they are concentrating their spending on providers that deliver clear value. Companies that succeed will be those offering transparent pricing, curated bundles, and tailored experiences, rather than relying on blunt discounts or endless menus.

Additionally, consumers are scrutinizing the value of subscriptions more closely than ever. Ninety percent noticed a price hike last year, but only 58% felt it was justified - underscoring that clear communication of value is as important as the price itself. While 85% of consumers already pay for at least one digital subscription or loyalty program, nearly half (44%) say subscriptions take a moderate or significant bite out of their budget. Streaming continues to dominate (82%), followed by retail loyalty (56%) and online shopping memberships (55%).

“The subscription economy has matured, and consumers have raised the bar when it comes to how they want to pay,” said Guy Marion, CMO of Chargebee. “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.”

Flexibility has become table stakes. Eighty-two percent say they are more likely to subscribe when cancellation is easy, 78% demand options to pause or swap, and 70% are open to usage-based pricing models. Importantly, 58% have paused a subscription instead of canceling when given the option, proving that flexibility and control often lead to longer-term loyalty. Younger consumers, especially millennials, are the heaviest adopters, while older generations still view subscriptions as optional.

Key Findings From the 2025 Global Consumer Insights Report Include:

• The early subscription market land grab has evolved. Tomorrow’s winners need to keep customers happy with the services they love, combined with the flexibility to buy, use, and pay as they want.
• People want easy plan changes that work with life's unpredictability. 82% are more likely to subscribe when they know cancellation is easy. 58% have paused a subscription instead of canceling. It’s a stunning paradox: easier exits can actually win more customers.
• Price hikes can succeed when justified. 90% of consumers noticed recent price increases, but only 58% found them justified. The gap? Clear value communication.
• Companies must offer transparent pricing that builds trust, not resentment. Nearly 70% of people said they were open to usage-based pricing if given the option. Smart bundles beat menu fatigue. Curated experiences outperform discounts. And plenty of customers are still willing to pay more for a premium experience.

The 2025 Global Consumer Insights Report shows how today’s consumers want to pay—and what makes them stay. Click here to download the free report.

About Chargebee

Chargebee is a leading provider of billing and monetization solutions, empowering businesses with recurring revenue models to streamline operations, capture actionable insights, and drive growth.

Chargebee is trusted by businesses of all sizes, including Zapier, Freshworks, DeepL, Condé Nast, and Pret A Manger, and is proud to have been consistently recognized by customers as a Leader in Subscription Management on G2. To learn more about how Chargebee can help unlock and maximize revenue growth, visit Chargebee.com.