The R$ 35 to R$ 49,99 band has the highest share of fans who subscribe again: 23%. Cheap holds nobody — under R$ 19,99 only 16% come back, the same rate as the R$ 50+ premium tier. Across the whole base, 1 in 5 fans resubscribes to the same creator. Amounts are in the platform currency.
Where these numbers come from
From every paid subscription on MemberVIP up to July 2026, aggregated by price band (subscriptions imported from other platforms are excluded). The loyalty signal here is the hardest one there is: the same fan subscribing to the same creator again after access expired — not a click, not a promise. No creator and no fan is identifiable. 100% real transactions — every number here was someone actually paying, not filling in a questionnaire.
The table that matters: price × the fan who comes back
- Up to R$ 19,99 — 16% come back. The worst rate. A window-shopper price brings window-shoppers.
- R$ 20 to R$ 34,99 — 21% come back. Where most of the market lives.
- R$ 35 to R$ 49,99 — 23% come back. The best rate on the platform: a price that filters for the fan who values you.
- R$ 50+ — 17% come back, but they stay longer. Average access in this tier is 75 days (against ~29 in the others): in practice it works as a long plan — fewer fans, more revenue each.
Why going cheap does not work
The intuition says a low price makes it easy to join and the fan sticks around. The data says the opposite: the cheapest band has the lowest return rate. Whoever arrives on price leaves on price — and someone paying R$ 40 for content they value comes back more often than someone who paid R$ 15 “just to take a look”. A cheap subscription also drags down how the rest of your catalogue is read.
How to put these numbers to work
- Anchor in the R$ 35-50 band if your volume of content supports it — that is where loyalty peaks.
- Do not drop below R$ 20 to “make it easy”: retention falls off a cliff there, and so does your margin.
- Use premium as a long plan — a R$ 50+ option with more access time captures the fan who wants to commit.
- Treat resubscription as a sale — 4 in 5 fans do not come back on their own. Someone has to go and get the ones who lapsed.
That last one is operations, not pricing: on MemberVIP your AI does it — it knows who expired, talks in your voice, and reopens the subscription inside the conversation itself, paid on the spot.
Frequently asked questions
How much should I charge for a subscription?
In MemberVIP’s real sales data, the R$ 35 to R$ 49,99 band has the highest share of fans who subscribe again — 23%. Most of the market sits between R$ 20 and R$ 50, and the middle of that band is where loyalty is strongest. Amounts are in the platform currency.
Does charging less help me keep subscribers?
No. Under R$ 19,99 only 16% of fans come back — the worst rate on the platform, tied with the R$ 50+ premium tier. A cheap price brings in people shopping on price, and they leave on price too.
How many fans subscribe again after their access runs out?
About 1 in 5 (21%) subscribe to the same creator again. That is loyalty proven with money: they paid, the access expired, and they chose to pay a second time.
Monthly or a longer plan?
Both have a job. Most subscriptions are monthly (around 29 days of access on average). The R$ 50+ tier behaves like a long plan in practice — 75 days of average access: fewer fans, but more time and more revenue per fan.
Is this data from the US or UK market?
No — it is every native paid subscription on MemberVIP, whose fan base is Brazilian, so amounts are in the platform currency. What travels is the shape: the loyalty curve by price band, and the fact that the cheapest tier retains worst. Use the pattern, set the absolute numbers in your own currency.