Subscription Fatigue: Analyzing Financial Behavior in a Saturated Subscription Market

Abstract

The rapid growth of the subscription economy has transformed consumer behavior, offering convenience but also introducing hidden financial and cognitive burdens. This study investigates the phenomenon of subscription fatigue, focusing on its impact on consumer financial decision-making in digitally connected urban areas, specifically Helsinki and Hanoi. Using a mixed-methods approach, the research combines quantitative surveys of 150 respondents with qualitative interviews to explore how consumers experience, manage, and respond to multiple recurring subscription services. The study applies theoretical frameworks from behavioral economics, such as choice overload, status quo bias, self-control theory, and rational choice theory, to analyze consumer behavior. Findings reveal that consumers often adopt subscriptions impulsively but manage them reactively, leading to emotional stress, financial strain, and decision fatigue. Many participants reported forgetting subscriptions, experiencing guilt over underused services, and struggling to maintain control over their recurring expenses. The study also highlights the erosion of consumer trust due to non-transparent renewal practices. By focusing on the customer experience, the research identifies subscription fatigue as an emerging behavioral and financial challenge in the digital economy. Practical recommendations are offered to help consumers better manage subscriptions through proactive reviews, critical evaluation of services, and the integration of recurring payments into structured budgets. The study contributes to the understanding of financial behavior in a saturated subscription market and suggests directions for future research on managing subscription fatigue more effectively.