AN ASSESSMENT OF SUBSCRIPTION-BASED MARKETING MODELS ON REVENUE STREAMS: A CASE STUDY OF AN ONLINE LEARNING PLATFORM IN KANO.
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Background of the study:
Subscription-based marketing models have gained prominence in the digital era, particularly among online learning platforms that rely on recurring revenue streams. In Kano, these platforms are increasingly adopting subscription models to offer premium courses, exclusive webinars, and continuous learning resources, ensuring predictable revenue and enhanced customer retention (Ogunleye, 2023). The model shifts the revenue focus from one-time purchases to a steady stream generated through recurring fees, which can improve cash flow and financial sustainability. By leveraging data analytics, these platforms can tailor offerings to individual learning paths, thereby increasing perceived value and encouraging long-term subscriptions. Subscription models also enable platforms to build dedicated communities, fostering loyalty through regular engagement and continuous content updates (Umeh, 2024). However, challenges such as pricing strategy, customer churn, and market competition can influence revenue streams. Moreover, ensuring high-quality, up-to-date content is essential to maintain subscriber interest and justify recurring costs. This study critically examines the dynamics of subscription-based marketing, investigating how these models impact revenue streams, optimize customer lifetime value, and enhance operational efficiency. The research also explores consumer behavior patterns in relation to subscription renewal rates and identifies best practices for online learning platforms seeking to maximize their revenue potential through tailored subscription offerings (Ibrahim, 2025).
Statement of the problem:
Despite the potential for sustainable revenue generation, online learning platforms in Kano face challenges in effectively implementing subscription-based marketing models. High customer churn rates, suboptimal pricing strategies, and the intense competition from free or low-cost alternatives contribute to inconsistent revenue streams (Ogunleye, 2023). Furthermore, insufficient personalization of content and lack of continuous value delivery often result in subscriber disengagement, leading to revenue losses. These issues necessitate an investigation into the factors that drive or hinder subscription renewals and their overall impact on revenue.
Objectives of the study:
To assess the impact of subscription-based models on revenue streams.
To identify key factors influencing subscription renewals and customer churn.
To propose strategies for optimizing subscription-based marketing for online learning.
Research questions:
How do subscription-based models influence overall revenue streams?
What factors contribute to customer churn in subscription services?
What strategies can enhance subscriber retention and revenue growth?
Significance of the study:
This study offers actionable insights into optimizing subscription models for online learning platforms. The findings will help marketers design effective pricing, content, and engagement strategies, ensuring improved revenue stability and customer loyalty. Insights from this research contribute to the broader understanding of subscription-based marketing’s role in digital education (Ibrahim, 2025).
Scope and limitations of the study:
The study is limited to a single online learning platform in Kano and focuses exclusively on subscription-based marketing models and their impact on revenue streams.
Definitions of terms:
Subscription-Based Marketing: A revenue model based on recurring payments for continuous access to products or services.
Revenue Streams: The various sources from which a business earns income.
Online Learning Platform: A digital service offering educational content and courses.
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