The post below was initially published in April 2018. I'm sharing it here to provide a sense of what to expect as part of Growth Croissant. Hope you enjoy and let me know what you think. Setting the Scene The shift from transaction-based and advertising-based businesses towards subscription is undeniable. The most valuable companies are attempting to build direct-to-consumer (“DTC”) subscription services. Apple Music has 36 million subscribers, and a separate video service coming next year. Over the past few years, Google has launched two DTC services: YouTube TV and YouTube Red. Amazon is attempting to bundle everything under the sun within Prime (60M — 90M subs). With unrelenting focus, Netflix is the gold standard with over 120 million paid subs.