Subscription services saw a widespread increase in popularity last year, according to a survey across 12 markets from subscription management company Zuora.

Why it matters

Subscriptions, ranging from video streaming to meal delivery, offer brands a more consistent relationship with customers. This latest research shows consumers are receptive and four in five adults (79%) say they currently have at least one subscription service.

Some categories have struggled, like car brands, but there is evidence of success. Apple has combined a subscription model with product innovation, while direct-to-consumer brand Naked Wines has focused oncustomer lifetime...