Gravity Shift

Subscribers, bundles, and the acquisition black hole

Based on insights from 201 senior decision-makers at subscription brands spanning AI, education, finance, food delivery, SVOD, retail, and more, our report reveals how the industry is evolving: from direct to indirect, and from a subscription economy to a bundle economy.

Nearly half of subscription leaders say returns from direct acquisition are declining, while over half report that once reliable strategies such as paid search, display advertising and social media ads are becoming harder to sustain.

This isn’t the end of direct. It’s a gravitational shift – a fundamental change in the forces driving growth. It’s a chance to unlock new audiences, expand brand reach, and drive acquisition without spiraling costs.

In this report, you’ll discover:

• How direct acquisition became a ‘spending blackhole’
• Where subscription providers are investing in 2025
• Why the industry is betting big on indirect acquisition
• What’s holding your subscriber acquisition back
• How your subscription can boom in the new bundle economy