Subscription services are gaining significant traction across industries. From video streaming and music to meal kits and cloud software, consumer spending on subscriptions is forecast to reach roughly USD 1 trillion by 2028, a 68% increase from 2024, according to Juniper Research.

Still, Mastercard’s e-book Win customer loyalty with better subscription management argues that the post-purchase experience remains an overlooked opportunity. It draws on a Datos Insights survey, conducted in partnership with Mastercard, of 3.576 customers across the US, Canada, the UK, Australia, and Brazil. The e-book concludes that merchants and issuers that help customers see and control their subscriptions will stand out in a crowded market.

A trillion-dollar market that gains more attention than ever

In the US, the average consumer spent USD 1.887 on subscriptions in 2025, up from USD 1.416 the year before. Consumers are also paying attention: 89% now monitor how much they spend on subscriptions, and 44% of global consumers say they are spending more than a year ago.

However, as consumers sign up for more services, keeping track of renewal dates and subscriptions they intend to cancel becomes increasingly difficult. This creates challenges for both merchants and issuers, particularly when unclear cancellation processes lead to payment disputes.

An easy exit can encourage sign-ups

One of the e-book’s key findings is that making it easy to leave makes people more willing to join. When consumers find it easy to pause or cancel, 79% are much more willing to sign up for a new subscription, and 64% have a more positive opinion of the merchant.

For merchants, the value goes beyond cancelling itself. A well-designed subscription management experience gives customers options other than leaving: pausing a service during busy months, switching to a lower-cost plan, or adjusting delivery frequency. Each of these keeps the customer in the relationship rather than ending it. When merchants and issuers share subscription data securely, merchants can step in when a customer considers cancelling, offering the right alternative at the right time.

In this sense, subscription management is a retention tool as much as a convenience feature. It marks a shift from treating each payment as a transaction to treating each subscriber as an ongoing relationship, one that flexibility and transparency can strengthen over time.

Banking apps as the place to manage it all

Banking apps are already where customers go to check their transactions and understand their spending, making them a natural place to provide greater visibility into recurring payments.

According to the e-book, 75% of consumers say better visibility of subscriptions inside their banking app would help them remember what they pay for, and the ability to manage subscriptions in-app is the top feature that would motivate 39% to consider switching banks.

For issuers, this is an opportunity to extend the role of the app beyond balances and transaction history, while reducing support requests, disputes, and chargebacks. Interest in these tools varies by market and generation, with younger consumers showing particularly strong interest.  

Who needs to move first?

The e-book’s central argument is that effective subscription management works best as a joint effort. Issuers give consumers a single, trusted view of their recurring payments; merchants gain the chance to retain customers through pauses, alternative plans, and better experiences; and consumers get the control they increasingly expect.  

Ultimately, subscription management is about more than adding another feature to a banking app. It is an opportunity for merchants and issuers to move from transactions to relationships, improving the post-purchase experience, building trust and supporting long-term loyalty.

Want to learn more? Download Mastercard’s e-book, Win customer loyalty with better subscription management. 

About the author

Paula Albu has experience in content writing and editing, as well as being a creative storyteller. As a Junior Editor at The Paypers, she investigates Web3 technologies along with the latest trends and regulations in banking and fintech. Paula is committed to turning complex industry topics into engaging, accessible content that resonates with readers and creates a meaningful connection. She is available via LinkedIn or at paula@thepaypers.com.

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