https://medium.com/@arabadzhiev1/the-subscription-economy-is-changing-the-mindset-of-a-generation-6f2af6d6cbf3 > As promised on my LinkedIn video-series #PrePaidTalks (with slight modifications), I want to dig a little bit deeper into the rise of the everything-as-a-service economy and talk about how the subscription mindset is affecting today’s generation. > According to a thorough study done by McKinsey&Company, the subscription e-commerce market has grown by more than 100% a year, over the past five years. This is a staggering number. And if you think this is happening only in the e-commerce space, think again. Pioneered by start-ups and backed by serious venture capital, the subscription model has penetrated a wide variety of industries, from video-streaming (Netflix, Hulu) and news (New York Times) to file sharing (Google Drive) and fashion (Stitch Fix). Even CPG giants such as Unilever have made significant investments in the space — Dollar Shave Club acquisition in 2016 for $1 billion dollars.