I’m all caught up on “House of the Dragon.” And the next season doesn’t premiere until … *checks notes* … 2026. So what now? I’ve seen all of “Succession,” “The Last of Us,” and “Hacks.” Seen all of “The White Lotus,” which isn’t back either. Don’t think “Euphoria” is for me. So why should I keep paying for Max each month if I don’t plan on using it for a while?
In the past, customers in this situation would just cancel. Now, businesses are offering the unique option for them to take a break, and millions of people are taking them up on their offer. Welcome to the new category of subscribers — the pauser.
If you’ve been reading Subscribed, you know we love a simple “cancel” button, but we’ve also talked about what tools and strategies companies can deploy to avoid that fate altogether. We’re adding the “pause” buttons to that list today. Here’s why businesses need them …
First, let’s start with why. Consumers are pausing (or want to) for multiple reasons — and they are all the same reasons they would cancel, if that were their only option:
- Increasing prices are making them more selective with their spending and time.
- They’re not seeing the value in the product or service.
- They don’t know how they feel about their subscriptions and want to hit pause (or cancel) and figure it out later.
Zuora’s Subscribed Institute and The Harris Poll asked consumers in May about this, and over a third (36%) revealed they’ve canceled and rejoined the same service less than a year later. And 78% of respondents said they at least want the option to pause a recurring service versus just canceling.
Now you’re probably wondering why this is a good business move for your company. Sure, you can count on billing someone monthly for your product or service, but, going back to the beginning of this article, it doesn’t make sense for a customer to continue paying for something when the value’s gone.
“Pause” buttons work because often that perceived value comes and goes over time and as circumstances change. Consumers want their business relationships to align with that reality. Only having the option to cancel makes the relationship all-or-nothing, and those never work out — for the business. But when consumers have more options, that makes them more likely to become high-value and long-term customers.
The rise of the subscription pauser is a clear signal that rigid pricing models no longer fit the modern consumer. Customers want flexibility — whether it’s the ability to pause, switch plans, go the freemium route, or start a customized plan that aligns with their unique needs. For businesses, this shift is an opportunity to reimagine how they build relationships with their customers. The goal shouldn’t be to keep customers “always on” or trapped in an arrangement that doesn’t make sense for them anymore, but to meet them where they are, maintaining the relationship even if billing pauses.
This flexibility also creates an opening to rethink how businesses approach churn and re-engagement. If more than a third of consumers cancel and return within a year, this shows the importance of winback strategies. It takes a lot to draw a customer back in after they’ve canceled. Instead of treating cancellations as lost customers, businesses should view them as part of a broader lifecycle. With the right insights, companies can craft well-timed offers, experiment with bundles, and re-engage customers when it matters most. The key is recognizing churn as a strategic opportunity to build long-term loyalty rather than just reacting to it.
You likely already have what you need right in front of you to get started. What does your customer data say? Do you know when their activity spikes, when it tumbles, and when they might be a cancellation risk? When you know that, then you can explore what would keep them around, and iterate as more data comes in and you have conversations with customers to fully understand what works for them.
In this new reality, delivering a lifetime of value to customers is the top priority. The subscription pauser represents an evolution in how businesses can engage with their customers: flexibly, responsively, and focused on long-term relationships. By embracing these changes, companies can adapt to meet customer expectations while fostering loyalty that lasts well beyond any pause.
