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As subscription services shift their strategies, a new report from PipeCandy and Rodeo predicts that as many as 75% of DTC brands will have a subscription-based offering by 2023. However, among the risks they face in doing so are customer acquisition cost, churning and cancellation, funding and subscription fatigue. The report estimates that the U.S. comprises 47% of DTC subscriptions, followed by Europe (21%) and China (14%). The report attributes the DTC subscription boom to Gen Z and millennial shoppers who have begun earning money, especially affluent consumers in urban areas that prefer automated purchasing.