Many publishers and media companies have employed aggressive subscriber retention techniques and cancellation policies in recent years in an attempt to maximize their revenues, with some making it intentionally difficult for customers to end or alter their subscriptions.
Laborious cancellation processes, confusing terms and conditions, and the use of dark patterns may all have helped combat subscriber churn in the short run. But as consumers become increasingly familiar with subscription models and their dynamics, their patience with such tactics is wearing thin.
Spurred by those frustrations, regulators and lawmakers in various global markets are now proposing or enforcing new rules and requirements specifically targeting subscription-based businesses. Meanwhile, a growing number of people are taking matters into their own hands with the use of tools that help them track and manage their subscriptions more closely and — in some cases — cancel subscriptions on their behalf.
Media companies are now being forced to respond and adapt as greater control is placed in consumers' hands and it becomes clear that trapping them in unwanted subscriptions will not prove a viable long-term strategy. That includes:
- Streamlining cancellation flows and mechanisms to meet regulatory requirements and consumer demands.
- Providing more subscription options and enabling customers to “right-size” their plans.
- Offering greater billing control and flexibility to allow customers to specify how and when they're charged.
- Taking a longer-term view of lifecycle management as it becomes clear that more consumers dip in and out of subscriptions.
Scrutiny mounts
Regulators worldwide have increasingly directed their attention to companies’ subscription practices over the past year.