1. A method, comprising: receiving, by a publish-subscribe system that runs on a computer system in a network, a request for transmitting multiple subscriptions to multiple subscribers, the subscribers executing at multiple computers in the network, wherein the subscribers subscribe to a specified subscription by subscribing to a specified logical partition of multiple logical partitions of a data storage system at which the specified subscription is stored, each of the logical partitions containing a separate non-overlapping subset of the subscriptions, the specified subscription being one of the multiple subscriptions; determining, by the publish-subscribe system, a consumption characteristic by which each of multiple subscribers consumes a subscription published by a publisher; identifying, by the publish-subscribe system, the subscribers whose consumption characteristics satisfy a specified similarity criterion; defining, by the publish-subscribe system, multiple subscription groups, each of which includes subscriptions of those of the subscribers whose consumption characteristics satisfy the specified similarity criterion; and transmitting, by the publish-subscribe system, the subscriptions to the subscribers in accordance with the subscription groups.