Abstract: The rapid expansion of digital platforms has led to the widespread adoption of subscription-based business models across industries such as entertainment, software services, and online utilities. While these models offer convenience, flexibility, and continuous access, the increasing number of subscriptions has given rise to a phenomenon known as subscription fatigue. This study examines the economic and behavioural dimensions of subscription fatigue, with a focus on how multiple digital subscriptions influence consumer spending patterns, perceived value, and financial decision-making. A descriptive research design is employed using both primary and secondary data. Primary data were collected from 104 respondents, primarily students and young working professionals, through a structured online questionnaire. Secondary data were sourced from industry reports and existing literature on subscription-based consumption. The analysis focuses on key variables including the number of subscriptions, monthly expenditure, usage patterns, and cancellation behaviour. Statistical tools such as percentage analysis and chi-square testing are used to examine relationships between variables. The findings indicate that most respondents maintain multiple active subscriptions, leading to a gradual increase in cumulative monthly expenditure. Although individual subscription costs appear low, their aggregation creates noticeable financial pressure. Many respondents report paying for services they rarely use, often due to automatic renewals or lack of monitoring. The study also identifies subscription cycling as a common cost-management strategy, where users cancel and reactivate services based on short-term needs. However, chi-square results suggest that the number of subscriptions alone does not have a statistically significant relationship with subscription fatigue, indicating that additional factors such as perceived value, income constraints, and usage frequency play a critical role. The study concludes that subscription fatigue is a multidimensional phenomenon shaped by both economic and psychological factors, including perceived utility and fear of missing out. While subscription models provide stable revenue for firms, they impose increasing cognitive and financial burdens on consumers. Understanding these dynamics is essential for designing sustainable pricing strategies and improving consumer financial management in an increasingly subscription-driven digital economy.
Rizvi et al. (Sat,) studied this question.