Af Morten Suhr Hansen
Over recent years, subscriptions have evolved from simple services in industries like news and streaming to a comprehensive business model encompassing everything from software and cars to meal kits and clothing.
The latest findings from our comprehensive report, Scandinavian Subscription Survey 2024 point to a growing subscription movement, with most consumers expecting it to expand even further in the coming years. I believe that in 2025, the subscription movement will undergo further transformations, driven by technological advancements, changing consumer expectations, and the need for more flexible and sustainable solutions. For companies, subscriptions are not just a payment method – they are a strategy that strengthens customer loyalty, generates predictable revenue streams, and opens doors to new markets.

Here are the six most important subscription trends I predict will shape 2025 and beyond:
1. Hyper-personalized subscriptions
Consumers increasingly expect services and products tailored to their individual needs. In 2025, we will see a significant shift toward hyper-personalized subscriptions, as companies leverage artificial intelligence and advanced data analytics to customize their offerings. Streaming platforms like Netflix and Spotify are already known for their personalized recommendation systems, but this trend will extend to other industries.
Examples include Yousician in e-learning, Strava in health and fitness, and Matas in e-commerce, all of which are developing hyper-personalized subscription solutions to delight and benefit individual subscribers.
2. Subscriptions as a lifestyle
A shift from ownership to access is underway. A fundamental change in how consumers approach products and services, and this trend will become even more prominent in 2025. Instead of owning a car, computer, or even a wardrobe, consumers are increasingly choosing subscription-based solutions that provide access to what they need when they need it.

Mobility services like the Dutch company Swapfiets offer bike subscriptions where customers avoid worries about maintenance and repairs. In the automotive market, major manufacturers like Porsche and Volvo are leading the way with flexible subscription models in multiple markets. In the fashion industry, solutions like Rent the Runway and On’s running shoe subscription enable subscribers to rotate their wardrobe and reduce overconsumption.
3. Green and sustainable subscriptions
Sustainability is no longer optional – it’s a consumer demand. Subscription models that promote a circular economy and reduce waste will grow in popularity. Companies that can document their sustainability efforts will have a competitive edge.
German company Grover and Danish company Myway, for instance, offer electronics subscriptions. Instead of purchasing new electronics, consumers can rent what they need and return it when it’s no longer required, extending product lifespans and reducing e-waste. Similarly, meal kit providers like Aarstiderne focus on plant-based meals and reducing food waste.
4. Flexibility and “Pause Subscriptions”
Flexibility will be a key focus in 2025. Consumers are increasingly taking control of their subscriptions, deciding what they pay for and when. The ability to pause, upgrade, or downgrade subscriptions without friction will become a crucial competitive parameter as subscribers adopt more “churn-and-return” behavior.

Companies like Adobe and Peloton have already implemented flexible subscription models, allowing customers to adjust their plans as needed. In the future, more businesses will offer this freedom, helping to reduce churn and boost customer loyalty.ere frafald og øge kundeloyalitet.
5. Subscriptions as a B2B growth driver
While subscription services are often associated with the B2C market, the B2B segment will see significant growth in 2025. More businesses are transitioning from traditional transactional sales to subscription-based solutions, ensuring recurring revenue and ongoing customer engagement.
Salesforce revolutionized the software industry with its subscription-based CRM platform, and the trend is spreading to industrial equipment and machinery. “Equipment-as-a-Service” models are emerging, with companies like Caterpillar, Rolls-Royce (for aircraft engines), and Heidelberg offering machinery on subscription terms, giving customers access to expensive equipment without significant upfront investments.
6. Bundling is back
Subscription bundling is regaining prominence as a central strategy for both established companies and new market players. Instead of offering standalone subscriptions for specific services, businesses increasingly bundle multiple offerings into one comprehensive package. Consumers value simplicity and convenience, and bundling makes it easier to manage various subscriptions, whether for streaming, fitness, meal delivery, or digital services.
Apple One, which combines six popular subscriptions (e.g., Apple TV+ and Apple Music) into one package, is a prime example. We’ll also see companies exploring cross-industry bundling collaborations.

New innovative concepter and the way we operate subscriptions will define 2025
As I see it, the subscription movement is rapidly evolving, and 2025 will bring new, innovative subscription concepts and exciting developments in how we operate subscription businesses.
Subscription customers, both private and corporate, will expect more personalization, flexibility, and sustainability. Meanwhile, subscription providers will gravitate toward models that generate stable revenue streams and foster long-term customer relationships. For those who can adapt to these trends, the subscription model will remain a powerful engine for growth and innovation.
What do you think will be the most important subscription trends in 2025?
Happy New Year!