The findings of the report indicate that 27% of subscribers participate in VIP membership programs.
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GLOThe PYMNTS Intelligence report titled “The Influence of Subscription Models on Consumer Decision-Making,” developed in partnership with sticky.io, stems from a carefully balanced survey involving over 2,100 U.S. consumers. This research aims to comprehend the drivers behind various subscription-based behaviors among consumers, among other significant aspects.
The findings of the report indicate that 27% of subscribers participate in VIP membership programs—programs structured to reward loyalty by offering exclusive access to products, early access, or other loyalty benefits not available to regular members. These individuals become accustomed to the special treatment and actively seek out additional subscriptions of this nature. Notably, among the 73% of these subscribers expressing a strong inclination to expand their array of subscriptions, 61% display a high likelihood of adding another VIP membership to their portfolio.
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The findings indicate that 27% of subscribers enrolled in VIP membership programs, which are structured to reward loyalty by providing exclusive or early access to products and additional loyalty perks not accessible to regular members. These subscribers become accustomed to the unique benefits and actively look for additional subscriptions of a similar nature. Particularly, within the 73% of these subscribers highly inclined to broaden their range of subscriptions, 61% exhibit a strong likelihood of incorporating another VIP membership.
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Increasingly, various subscription services are responding to the demand for exclusive treatment by introducing VIP and other top-tier premium options targeted at these consumers.
At the more extreme end of this trend, consider Tinder Select, an invite-only program within the app priced at $499 per month that provides a range of exclusive features.
During the Match Group’s earnings call on November 1, Chief Executive Officer Bernard Kim mentioned that the number of invitations for this program remains “at a very low level” presently, but the company intends to issue more invitations in the future. Kim expressed optimism regarding the financial potential of this product, anticipating “tens of millions of dollars of revenue in the next year” from this membership.
Furthermore, X, the social media platform previously known as Twitter, recently announced the launch of X Premium, featuring three subscription levels: Basic, Premium, and Premium+. The higher-tier subscriptions offer subscribers benefits such as a blue checkmark and an ad-free timeline.
