Subscription business benchmarks worldwide 2021-2024

Published by
A. Guttmann,
Apr 11, 2025

A study on the state of the subscription economy worldwide found that both the subscriber acquisition and trial conversion rates have been falling since 2021. For example, in 2024, the share of consumers who switched to a full subscription after finishing a trial offer fall to 33.7 percent, while three years earlier it stood at over 46 percent.

Subscription business acquisition and trial conversion rates worldwide from 2021 to 2024

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Release date

March 2025

Region

Worldwide

Survey time period

2021 to 2024

Supplementary notes

*Share of subscribers who continue to a paid subscription from a free trial.

**Calculated by dividing the number of new subscribers by the total number of subscribers.

Data based on an analysis of over 2,200 global merchants on the source's platform, equivalent to 67 million unique subscribers.

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Media subscription economy in the United StatesMedia usage in the United StatesVideo streaming bundles and consolidations in the United StatesNews subscriptions worldwideSubscription video-on-demand in the United States
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