The age-based playbook for subscription brands 

How should subscription-based brands respond to differences in how different generations engage with subscriptions?

The short answer lies in designing offers, experiences and systems that reflect generational behaviour. It’s not just about tailoring marketing messages but includes product infrastructure, pricing tiers, and retention strategy.

I discuss this in more depth below.

This is the second part of my series on generational subscriptions. In Part 1 of this look into generational divides, I explored how different generations engage with subscriptions—what they subscribe to, their spending habits, loyalty levels, the UX, etc. Read Part 1 here.

For reference:

What Drives Media Subscriptions

The number one reason people subscribe is content. However, the definition of content varies by generation.

Gen Z and Millennials: The Content Hunters
These two generations are highly reactive to trending content. They’ll subscribe for a single season of a show, a trending podcast, or access to a creator they follow (e.g., according to Morning Consult, 48 per cent of Gen Z  say they’d pay for subscriptions to internet personalities or creators on platforms like YouTube or Patreon, a category that barely registers for older adults).

Unlike older generations, FOMO (fear of missing out) plays a significant role in their subscription decisions. If a show, game, or content drop is trending, they’re far more likely to sign up—whether it’s for a Netflix hit series, a Twitch streamer, or a viral newsletter. They also tend to experiment more with ad-supported or freemium models, swapping between free trials and discounts before committing long-term.

They expect fresh, fast, frictionless experiences, seamless cross-device access, and an extensive, searchable library that feels curated to their interests. Algorithm-driven recommendations and hyper-personalisation are key retention tools.

Unlike Boomers, they don’t stick with a platform out of habit; they stay because it continues delivering new, relevant content. They are the content hunters.

Gen X: The Pragmatic Subscribers
Gen Xers subscribe when the value is clear. They are less likely to experiment with niche platforms but will stick with major services that integrate smoothly into their lives—think Netflix, Prime Video, or a long-standing news subscription.

They prioritise convenience and consistency over novelty, meaning they are more forgiving of a service that doesn’t constantly refresh its offerings (author’s note: As a Gen Xer myself, I object to this!) as long as their go-to content remains available. They also appreciate bundling—platforms like Amazon Prime that combine multiple services in one subscription tend to keep them engaged.

Boomers: The Brand-Loyal Subscribers
For Boomers, subscriptions are about habit, trust, and reliability. They prefer established brands with straightforward, no-fuss experiences. They’re least likely to jump between services. Many still maintain long-term digital news subscriptions because they transitioned from print. They lean toward familiar, mainstream streaming services.

Pricing transparency and customer service matter more to this group than advanced features (also read this report by Recurly on how approaches to pricing differ. Hidden fees or complicated cancellation processes are deal-breakers, and services that cater to Boomers should focus on ease of use, clear billing, and strong customer support.

Churn Isn’t Always the End

One of the biggest generational divides in subscriptions is how people cancel, and how often. And Millennials and Gen Z are expert churners. But that’s not necessarily a problem…

Subscription Cancelling
For younger consumers, subscriptions are shorter-term. They cancel subscriptions more often than their older cohorts. Millennials (62%) and Gen Z (57%) reported cancelling at least one streaming service in a six-month period, while only 24% of Boomers did the same. 

For Gen Z and Millennials, subscriptions are shorter-term. They’ll sign up for a show or offer, then drop off once the value fades. Gen X and Boomers, on the other hand, are more “set and forget.” As long as the service keeps delivering, they tend to stick around.

Value for Money
Cost is the most common reason to cancel across all generations. But the way people respond to price hikes varies: 54% of Boomers say they’d cancel immediately, while younger subscribers are more likely to downgrade to a cheaper plan or take a break.

Subscription Cycling
Then there’s “subscription cycling”—a big trend among younger users. Around 38% of Gen Z and 43% of Millennials cancel and then rejoin within six months, usually because of a new show or promo. When Boomers cancel, they’re probably gone for good.

Password-sharing
Lastly, add in password-sharing crackdowns, and younger users are getting even more strategic. They now rotate services like on-demand utilities—pay for a month, cancel, move on. For them, churn isn’t failure. It’s just how subscriptions work.

Payment Options and Pricing

Payment methods is a significant differentiator in subscription behaviours and brands will do well to optimise methods for different generations.

According to PYMNTS.com’s How We Will Pay Report, younger generations gravitate toward digital-first payment options while older subscribers maintain traditional preferences.

Gen Z 
This cohort embraces mobile-first payments, with 76% regularly using digital wallets like Apple Pay and Google Pay. This generation shows the highest adoption of Buy Now Pay Later (BNPL) services (63%), according to Cornerstone Advisors. They expect frictionless, invisible payment experiences embedded within apps.

Millennials 
Millennials balance innovation with practicality. While 67% use mobile wallets, they maintain strong credit card usage (80%) for subscription payments, particularly valuing rewards programmes. The Marqeta State of Credit Report notes their preference for payment flexibility and subscription management tools.

Gen X 
Gen X represents the bridge between digital and traditional methods. The Federal Reserve’s Consumer Payment Choice study shows 76% prefer credit cards for recurring payments, but there’s growing adoption of solutions such as PayPal, with direct debits remaining popular (58%).

Boomers 
This generation prioritise familiarity and security, with 83% preferring traditional payment methods according to an AARP survey. Only 29% regularly use digital wallets, and some (17%) still use cheques for certain recurring payments.

Implications for Retail Subscription Brands

Here’s a breakdown of how different generations engage with retail subscriptions:​

Gen Z
Gen Z grew up online, so they expect digital experiences to be seamless. They’re highly value-conscious—most are happy to wait for discounts or shop sales, with 71% saying they prefer to buy products when they’re marked down. Sustainability plays a big role in their decision-making. Eco-friendly brands have an edge.

Millennials
Millennials are the true subscription generation. Nearly 40% rely on retail subscriptions for their shopping, drawn in by convenience and personalised experiences. They’re at ease with digital transactions and tend to favour services that offer flexibility in how and when they pay. Loyalty programmes work well with this group, especially when they offer real benefits like exclusive deals and meaningful rewards.

Gen X
Gen X sits comfortably between the old and the new. They blend traditional and digital shopping habits and are motivated by a mix of quality and value. While more cautious than younger groups, they will subscribe—provided the benefits are clear and the terms flexible.

Boomers 
Boomers still lean toward in-store shopping, but many have embraced online platforms in recent years. Their choices are often influenced by quality and heritage rather than fleeting trends. They value craftsmanship and are selective about the subscriptions they adopt.

What the Atlas Subscription Experts Say

Steve Price, Atlas Membership Partner, says, “If you want more Millennials and Gen Z as subscribers, build your experience to match what they already know and use—whether that’s SVOD, music or digital news platforms. That means mobile-first design, flexible payment options like Apple Pay or Google Pay, monthly billing over annual, trial periods, and the ability to pause or cancel easily. Yes, that kind of behaviour impacts Lifetime Value—but a good subscription model should plan for that. Different generations behave differently. You can’t treat them as one homogeneous subscriber base.”

Abi Spooner, Atlas Strategy Partner, agrees. “It’s also about how and where you engage people. Older generations are still print-led; younger ones are digital-first. You need to meet them where they are—if Gen Z’s first port of call is TikTok, then your product and messaging need to reflect that.” But, she says, flexibility isn’t just for Gen Z: “Younger subscribers are very comfortable with pausing, leaving, and returning. If that’s made easy and normalised, it could build long-term loyalty across all generations—not just younger ones.”

Generational Strategy at a Glance

To conclude this two-part series, here is quick re-cap of some of the generational tactics for subscription businesses:

Gen Z

• Prioritise mobile-first design and frictionless sign-up.
• Use trending content, creator partnerships, and short trials to drive acquisition.
• Expect churn—design easy re-entry.
• Focus on value messaging, personalisation, and sustainable, values-led branding.
• Offer flexible payment (Apple Pay, Google Pay, BNPL).

Millennials

• Bundle value across categories (media, fitness, retail).
• Loyalty perks and personalised recommendations go far.
• Use email, app push, and SMS to stay top-of-mind.
• Enable seamless plan switching and management tools.
• Credit cards still dominate, but they expect wallet integration too.

Gen X

• Sell on practicality: time-saving, bundled benefits, and consistent delivery.
• Don’t overcomplicate the UX—make navigation and billing dead simple.
• Strong preference for services they can set and forget.
• Still responsive to value messaging, especially for family-oriented offers.
• Provide a mix of traditional (direct debit, PayPal) and digital payment options.

Boomers 

• Focus on trust, familiarity, and ease of use.
• Clear pricing, no hidden fees, and excellent customer support matter most.
• Don’t assume digital aversion—but simplify onboarding and offer help.
• Highlight legacy media, premium content, or quality craftsmanship.
• Stick with traditional billing methods; credit card or direct debit are preferred.

Cobus Heyl

Heyl is a Content Partner at Atlas and Founder of That Coalition, a fractional event services and content provider.

Heyl has worked with third-party clients such as Chartbeat, Lineup Systems, and Tubular Labs in Europe and the US, Prospect in the UK, and industry bodies such as PRCA (Communications and Public Affairs) in the UK, MVFP (German Publishers Association) and the Association of Indian Media (AIM).

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