The subscription economy is shifting fundamentally. Consumers subscribe more than ever, yet the direct billing relationship is eroding. Tightening budgets, content overload, fragmented loyalty, and AI-driven decision-making are reshaping subscription habits. This report, based on data from 4,000 US and UK consumers, explores the “great disconnect” and its implications for content providers and resellers. Key findings: Over a third of Americans have indirect subscriptions via bundles or third parties 59% of Americans are loyal to shows, not streaming services 22% of Americans would let AI manage their subscriptions Explore these shifts in the full report.
