What if the best customer for a subscription isn't the person who loves it, but the person who forgets they still have it?
That sounds a little cynical. It is also one of the most important ideas in the subscription economy.
Netflix doesn't need every customer to binge every night. A gym doesn't need every member to show up. A software company doesn't need every subscriber to use every feature. They need something simpler: keep the card attached.
That is the beautiful part of recurring revenue from a company's perspective. With a normal sale, the company has to convince the customer to buy again.
With a subscription, the company already has the payment relationship. The default is renewal. Silence becomes revenue.