It means the industry has reached a place where people are refusing to sign up for subscriptions when the they are not sure if they will use the service often enough. For example, inspite of pressure from my family, I do not sign up for netflix becuase after watching one or two movies in a month, I dont touch it again. I cancelled it in two months. Same goes for why I dont subscribe for xbox live, youtube premium, spotify etc etc.
Frankly, someone should do an app/service where they aggregate my usage across all these subscription services and get me automatic refunds if I use it below 'x' amount of time per month. Spotify, Pandora, netflix, comcast, youtube red, pluralsight books, what not
