Executive Summary This case study explores a comprehensive research project I conducted to understand how Gen-Z and Millennial consumers in Mexico engage with subscription services. The study investigates generational preferences for content, price, and user experience, aiming to uncover actionable insights for companies seeking to optimize their offerings in Mexico. Key findings reveal that content is the top priority for Gen-Z consumers, while price sensitivity drives decision-making among Millennials.

Conducted in August 2024 as part of Project PasoPay, the research involved collaboration with Cristian Garcia to examine the subscription market in Mexico. The survey aimed to gather insights on how consumers from different income levels and generational cohorts interact with subscription services and their attitudes toward multinational companies. Cristian provided invaluable input to ensure cultural appropriateness for Mexican respondents.

The survey, distributed via WhatsApp to 230 respondents across various regions, identified that Gen-Z prioritized content and user experience, while Millennials emphasized affordability, especially among low-income respondents. The findings suggest that businesses can develop localized content strategies, implement tiered pricing models, and invest in user-friendly platforms to meet the distinct needs of these demographics, positioning themselves for success in Mexico’s competitive subscription market.