Welcome back to Subscriptions Weekly! This week brought several major developments that highlight both the opportunities and challenges facing subscription businesses. From streaming service changes affecting customer value to regulatory scrutiny of bundling practices, here are the stories driving industry conversations:

Longer commercial breaks lower the value of streaming subscriptions

Max and Prime Video have increased their ad loads from 4 to 6 minutes per hour. This 50% change raises questions about whether $10-17 monthly fees are worth longer ad breaks. The trend suggests platforms are prioritizing ad revenue over subscriber satisfaction, potentially pushing customers toward ad-free competitors. Read the full story

Senators urge FTC to investigate Spotify's higher-priced bundled subscription

Two U.S. senators have called for a federal investigation into Spotify, which upgraded premium music subscriptions to pricier plans with audiobooks without consent. The move allegedly reduced payments to creators and pushed customers into higher tiers. Artists reportedly lost $230 million in the first year due to lower royalty rates, raising concerns over consumer protection and bundling as a revenue strategy. Read the full story

WhatsApp's rollout of ads will change the app forever

Meta's move to add targeted ads to WhatsApp marks a shift from the platform's original promise of "No Ads! No Games! No Gimmicks!" This change turns the messaging app into another revenue stream, despite its commitment to staying ad-free. While ads are currently in the Updates tab, this could expand further, potentially pushing privacy-focused users to alternatives. Read the full story

Fubo launches first to market programmatic pause ads on CTV

Fubo now supports programmatic guaranteed (PG) and biddable private marketplace (PMP) pause ads.  The brand launched pause ads last year as part of a suite of interactive CTV ad units. The ad appears a few seconds after a viewer presses pause during the content stream. When the user resumes the stream, the ad disappears. CTV pause ads on the platform drive 33% more engagement than video ads. Read the full story

Subscription commerce is booming, but only the fulfillment-ready will thrive

The subscription commerce market is booming — and success now relies on operational excellence. Businesses face high stakes where one delivery failure can lead to customer churn. Companies that invest in strong fulfillment systems and use subscription data for retention will stand out in a crowded market. Key factors include advanced warehouse systems, real-time inventory control, and frictionless customer experiences. Read the full story

Work in the most exciting industry: Open roles in subscriptions

Your next big role is here — these leading subscription companies are hiring! From marketing to finance manager roles, here’s a round-up of interesting job offerings. 

New from Recurly

The ecommerce subscriptions playbook

The global ecommerce market is projected to reach $4.8 trillion, acquisition has become increasingly tricky, and retention is now the primary growth engine. How are leading brands tackling these challenges? Find out in our new guide

Now on-demand: How leading brands engage, convert, and retain

What happens when brands prioritize the subscriber experience? They grow smarter, faster, and more sustainably. Hear from leaders at Adyen and the Subscription Prescription as they share strategies that drive conversion without friction. Watch the session now and build growth that lasts