According to certain embodiments, a message bus system comprises a first client and a second client. The first client is configured to publish messages associated with a message topic to a message bus, and the second client is configured to receive the messages associated with the message topic from the message bus. The message bus system is configured to unsubscribe the second client from the message topic based at least in part on determining that a demand of the second client for the messages associated with the message topic has fallen below a threshold.