The recently published SubscriptionX 2025 report has found that older members of the millennial generation or “bridge millennials”, those born between 1980 and 1989, are likely to be the most loyal subscribers.
Analysis based on lifetime value (LTV), shows that “loyalists” – those with an LTV above $2,500 – are mostly concentrated among millennials and “bridge milennials”.
These two groups represent the most valuable segment for subscription retailers, as they demonstrate both high engagement and long- term retention. This data suggests that targeting millennials with tailored offers and experiences is likely to yield the greatest returns for subscription- based businesses.
They tend to have more disposable income than younger generations, depending on where they live, but are often more digitally savvy than older generations. They are also typically less fickle than Gen Z, who are happier to shop around to get the best deals.
Boomers are less likely to embrace subscriptions and when they do, they tend to focus on things like streaming and digital access.
The most successful subscription offers focus on delivering ongoing value through convenience, cost savings and exclusive experiences, regardless of generation or geography.
Those retailers seeking to grow their subscription base should prioritise targeting these demographics and tailor the benefits and experiences they provide accordingly.
This is an excerpt from the RetailX Subscription Report 2025 provides an in-depth look at the ever-evolving subscription economy, offering retailers a roadmap to tap into this growing trend.
Whether it’s curated meal kits, fitness programs, or access to exclusive digital content, the subscription economy is reshaping how consumers engage with brands—and this report aims to help you harness its potential.
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