We often talk about subscriptions in terms of business model and general audience engagement strategies, but not enough about how the people behind them might differ. The reality is that the way people engage with subscriptions may vary wildly from one generation to the next.
While generational labels rightly have critics, it is a useful prism to look at different engagement segments.
In this two-part series for SubscriptionX, I look at how Gen Z, Millennials, Gen X, and Boomers approach subscriptions in media and beyond.
From streaming to news to retail, behaviours aren’t just shaped by income but also by deep-rooted culture, expectations, digital habits, and how they assess value.
The first article explores how generational behaviours diverge—who’s spending, who’s churning, and who’s sticking around.
The second dives into what this means for pricing, bundling, UX, and product design—especially if you’re a media, retail or lifestyle brand with recurring revenue in mind.
Part 1: The Subscription Generation Gaps: Who Pays, Who Churns, Who Stays
Part 2: The Age-Based Playbook for Subscription Brands
Don’t forget!
SubscriptionX comes to life on 14 May in London.
The overarching theme is “Scaling and Sustaining Retail DTC in the Subscriptions Economy.”
Learn more about the event and sign up for Subscription X here.
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).
Subscribe!
Our editor carefully curates two InternetRetailing newsletters a week filled with up-to-date news, analysis and research. In addition to this, there is a dedictaed mailer focusing on the subscription economy with detailed commentary from Heyl every second Wednesday – click here to subscribe to the FREE newsletter.
And why not follow us on LinkedIn to receive the latest updates on our research and analysis.
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The age factor in subscriptions: how Gen Z to Boomers subscribe
Cobus Heyl
We often talk about subscriptions in terms of business model and general audience engagement strategies, but not enough about how the people behind them might differ. The reality is that the way people engage with subscriptions may vary wildly from one generation to the next.
While generational labels rightly have critics, it is a useful prism to look at different engagement segments.
In this two-part series for SubscriptionX, I look at how Gen Z, Millennials, Gen X, and Boomers approach subscriptions in media and beyond.
From streaming to news to retail, behaviours aren’t just shaped by income but also by deep-rooted culture, expectations, digital habits, and how they assess value.
The first article explores how generational behaviours diverge—who’s spending, who’s churning, and who’s sticking around.
The second dives into what this means for pricing, bundling, UX, and product design—especially if you’re a media, retail or lifestyle brand with recurring revenue in mind.
Part 1: The Subscription Generation Gaps: Who Pays, Who Churns, Who Stays
Part 2: The Age-Based Playbook for Subscription Brands
Don’t forget!
SubscriptionX comes to life on 14 May in London.
The overarching theme is “Scaling and Sustaining Retail DTC in the Subscriptions Economy.”
Learn more about the event and sign up for Subscription X here.
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).
Subscribe!
Our editor carefully curates two InternetRetailing newsletters a week filled with up-to-date news, analysis and research. In addition to this, there is a dedictaed mailer focusing on the subscription economy with detailed commentary from Heyl every second Wednesday – click here to subscribe to the FREE newsletter.
And why not follow us on LinkedIn to receive the latest updates on our research and analysis.
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