European consumers view existing subscription-based models as providing flexible and convenient ongoing access to content and services, according to new survey research released by the Business Software Alliance (BSA).
The survey of nearly 4,200 consumers in four key European markets found that respondents find value in existing, subscription-based services, especially for accessing professional tools. Consumers across France, Germany, Italy, and Spain indicated that they prefer the existing subscription model to one-time purchases, and do not believe government regulation of purchasing decisions is needed.
About the Research
Leading UK pollster Focaldata conducted an online survey of 4,194 European consumers in four key markets on behalf of BSA: France, Germany, Italy, and Spain from 12-18 September 2025.
The goal: Learn more about how consumers perceive current subscription-based services, their key considerations for managing and understanding those subscriptions, and whether government intervention is needed to protect consumers.
Key Finding: European Consumers Prefer the Subscription Model and Trust Themselves to Make Informed Decisions
Nearly two-thirds (65 percent) prefer subscriptions to one-time purchases, agreeing that subscriptions provide ongoing access to services or content, as well as updates, at a lower upfront cost.
The research found that European consumers feel well-equipped to make informed purchasing decisions, rather than seeing a need for government intervention.
Just a third (34 percent) of European consumers said that government intervention is needed to protect them from companies, compared to 58 percent who said that consumers are best equipped to make purchasing decisions[i].
Key Finding: Europeans Value the Flexibility and Convenience of Subscriptions
Europeans recognize the benefits of subscription models. Respondents indicated that current subscription models offer them key benefits such as the flexibility to cancel when services are no longer needed, flexible duration of terms, and flexible price options. Consumers also identified the convenience and ease of access afforded by subscriptions as key benefits.
Consumers noted another benefit, as well, which is that subscriptions allow them to adapt as their needs change. Nearly 3 in 4 European consumers (74 percent of respondents) said they support being offered a discount or monetary incentive to adjust their subscription when they begin the cancellation process.
Key Finding: What Europeans Want From Subscriptions Is Targeted Transparency Without Information Overload and Continued Access to Benefits
The survey was clear about what information European consumers expect in their experience managing subscriptions. For those who said they at least skim the terms and conditions, the top information they desire is clarity on how much they will be charged and when, how to cancel, and how long they have to cancel to get a refund. Seventy percent indicated that they would prefer to see a shorter version of the terms that covers just the most relevant information.
European consumers generally said they receive the right amount of reminders about renewal or cancellation deadlines and expect to be reminded about those deadlines between one and three months before the conclusion of a 12-month subscription. Only 6 percent indicated receiving too few emails about their subscription.
Sixty percent of respondents prefer longer-term digital subscriptions offered at a discount, versus recurring subscriptions that can be cancelled any time but are offered at a higher monthly price.
European consumers support straightforward cancellation functionality as a button or within account settings (85 percent support). They also support (81 percent) being informed of the consequences during the cancellation flow, such as loss of storage or content. Additionally, they support being offered a discount or monetary incentive to adapt their subscriptions when beginning to cancel (73 percent support) and being asked to provide feedback on the reasons for cancellation to help improve the offering (65 percent support).
Sixty-one percent of consumers indicate that they benefit from free trials.
Takeaway: European Consumers See Value in the Existing Subscription Model
BSA’s research underscores that European consumers prefer the subscription model to one-time purchases, notably valuing its flexibility and convenience. The clear majority indicates that further government intervention is unnecessary.
[i]Respondents were given a “not sure” option