【重点报告】2023年订阅报告（英）_市场营销策划_重点报告20230303_doc.docx

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1、The2023StateofSubscriptionsStrategiesandtrendsforsubscriptiongrowthRecur1yTab1eofcontentsO1Introduction05Subscribergrowth02Whysubscriberinsightsmatter Subscriptionp1anadjustments Subscriber1ifecyc1ecommunications03Acquisition Freetria1s Coupons Dunningemai1s Subscriptionp1anadd-ons Impactofsubscribe

2、rgrowthonthesubscriptionindustry.GiftcardsandgiftsubscriptionsImpactofacquisitiononthesubscriptionindustry06ChurnOvera11churnrates04PaymentsTopsubscriptionpaymentmethods At-risksubscriberssaved Impactofchurnonthesubscriptionindustry.Dec1inerates A1ternativepaymentmethods Currencies072023subscription

3、industrypredictions.Churnbasedonpaymentmethod08Conc1usionImpactofpaymentsonthesubscriptionindustry09Methodo1ogyIntroductionTheeconomyremainserraticandunpredictab1e,butsubscriptionspersevereasaresi1ientso1ution,he1pingbusinessesstabi1izerevenuestreamsanddeve1op1ong-termre1ationshipswiththeircustomers

4、.Infact,theg1oba1marketva1ueofthesubscriptioneconomyisexpectedtotop$1,5tri11ionby2025.Withinthe1argersubscriptionindustry,Recur1yfindsthatdirect-to-consumersubscriptionbusinessesareinthemidstofsignificanttransformation,drivenbyanumberoffactors:Thesubscriptionindustryismaturing-competition,commoditiz

5、ation,andotherfactorsmakesubscriptionsincreasing1ycomp1extomanage.Macroeconomicpressuressuchasthe1oomingrecession,inf1ation,andconsumerconfidencecreateanenvironmentwhereconsumersmakemoreintentiona1decisionsabouttheirspending.VSubscriberexpectationsareevo1vingtothepointwherepersona1ization,va1ue,andc

6、onveniencecontinuetosetthepaceforconsumerexpectationstorise-andsomebusinessesarestrugg1ingtokeepup.Whi1eanewyearwi11undoubted1ypresentnewtria1sforrecurringrevenuebusinesses,subscriptionsremainoneofthefastest-growingindustries-andforgoodreason.WhysubscriberinsightsmatterSubscriberinsightsarecritica1t

7、ounderstandingthehea1thofyourbusiness.Theinterpretationofconsumerbehaviors,customerdata,andsubscriberexperiencefeedbackshed1ightonwhat,sworkinginyourbusinessand,arguab1ymoreimportant1y,whatsnot.Insightspavethewayfora360-degreeviewintoyourproductsorservices,marketingcampaigns,subscriberactions,andmor

8、e,a11owingyoutointe11igent1ytestandfine-tuneyourrecurringrevenuestrategy.Moreover,insightsprovideadeeperunderstandingofthemostimportantpartofyourbusiness:yourcustomers.Diveintowhatthey1ike,howtheythink,howtheynavigateyourp1atform,andwhytheyconverted-informationthatiscritica1toyourbusiness*growthand1

9、ong-termsuccess.TheRecur1ybenchmarksinthisreporthave1edustoafewconc1usions(moreonthat1ater),butoneofthemostpreva1entfindingsisthatconsumershaveastrongappetiteforpersona1izedexperiences.Usinginsights,businessescantai1ortheirofferingsandexperiencestomeetthedemandsoftheirsubscribers.AccordingtoMicrosof

10、t,organizationsthat1everagetheircustomerbehaviordatatogenerateinsightsoutperformpeersby85%insa1esgrowth.*Subscriberinsightsinformstrategicdecisionsthatdeterminethecourseofyourbusinessand1ong-termsuccess.Morespecifica11y:Insightspaintacomprehensivepictureofwhichsubscriberschurnandwhy,a11owingyoutoopt

11、imizeareastoreducechurnrates.yAmoreenjoyab1esubscriberexperienceencourages1oya1ty,increasescustomer1ifetimeva1ue,andu1timate1yboostsrevenuegrowth.Insightsrevea1yourmostprofitab1eacquisitionchanne1sandcustomers,createidea1customerprofi1es,andconstructsubscriberjourneymapsthatspeaktotheneedsandwantsof

12、yourmosthigh-va1uesubscribers.Theabi1itytohoneinonpreferredpaymentmethodstocreateacustomizedcheckoutexperienceistheresu1tofconsumerinsights.For2023,Recur1ywantstoprepareyouwiththerightinsightstoembarkonanewyear.Ourstoryofthecurrentstateofsubscriptionsisto1dwithrea1datafromrea1subscriptionbusinessesf

13、acingrea1Cha11enges-daufromover2,2001eadingbrandsandover55mi11ionactivemonth1ysubscribersusingRecur1y.Inthefo11owingchapters,wethorough1yexaminethesuteofacquisition,payments,subscribergrowth,andchurninthesubscriptionindustry.Theinsightsfromeachchapterpointtothemostprominentsubscriptiontrendsfrom2023

14、,theirimpactontheindustry,andhowsubscriptionbusinessescanusethisinformationtof1ourishin2023.AcquisitionSuccessfu1subscriberacquisitionisthree-fo1d:Pricing,packaging,andpromotions.Thesecomponentsworktogethertoformawe11-roundedsubscriberacquisitionstrategythathe1psrecurringrevenuebusinessesgrow,butthe

15、efficacyofthesethreepi11arscomesdowntounderstandingthecurrentmarketconditions,whatyourcompetitorsaredoing,andhowconsumersarerespondingtoyourmarketingefforts.Freetria1sIn2023,consumerstookadvanugeofa1most35mi11ionfreetria1sg1oba11yfromparticipatingsubscriptionsitesmanagedbyRecur1y,smerchants.Freetria

16、1startsweremeasuredatthesubscription1eve1,whereanaccountwithtwofreetria1subscriptionswou1dbecountedtwice,forexamp1e.Outoftheparticipatingsites,34.5%ofthemofferedfreetria1swithanaveragetria11engthof30days.39.4%Business&Professiona1Services343%ConsumerGoods&Retai1433%Digita1Media&Entertainment421%Education35