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  "description": "As subscriptions saturate everyday life, the brands that win don't just sell services but instead build flexible, emotionally resonant communities that people are proud to belong to.",
  "path": "/lock-in-for-content-stay-for-community/",
  "publishedAt": "2026-02-09T10:22:45.000Z",
  "site": "https://www.thesubthread.com",
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  "textContent": "Look to your left. Now, look to your right. If you are sat by two people, it is likely that all three of you have multiple subscriptions. Across the UK last year, four in five people had at least one subscription, and the total number of subscriptions in the country is double its total population.\n\nBut with consumers always looking for ways to cut costs, businesses need to give people more reasons than ever to remain loyal – and one of the most impactful ways is through community.\n\n### **Sunderland ‘Til I Die**\n\nWhen it comes to passionate loyalty, you don’t need to look much further than the football stadium. Netflix’s Sunderland ‘Til I Die proves that. The community that exists around Sunderland AFC is strong, dedicated, and frankly, something that businesses can learn from.\n\nOne in four subscribers place community and membership perks as essential to building lasting loyalty to a service. But beyond the perks, it’s about fostering a sense of belonging.\n\nGuy Meyers, senior director, customer & growth at Recurly\n\nPeople aren’t going to Sunderland matches because of the great facilities or for a 10% discount on hot dogs and soft drinks. They’re going because of the community experience and the atmosphere that is unique and personal to them. Any brand that can tap into this will stand the test of time.\n\nBut how can businesses go about turning their services into wellsprings of community and shared interest?\n\n \n\n### This post is for subscribers only\n\nBecome a member to get access to all content\n\nSubscribe now",
  "title": "Lock In for Content, Stay for Community",
  "updatedAt": "2026-02-20T08:57:47.153Z"
}