Subscription businesses are growing around the world. Subscription plans create an incentive for the companies to improve their service or product to increase customer retention. For a customer, a subscription allows testing a new service with just a small initial payment. 

Mobile apps are embracing the trend for the subscription monetization model. App Annie reported that in-app subscriptions accounted for $32 billion consumer spend in App Stores in 2019. And that figure has increased two-fold since 2016.