Four subscription themes are top of mind for publishers in Q4

Many publishers are now more dedicated to their subscription and membership businesses than ever, as their desire for direct consumer revenue grows in an ever-uncertain digital media landscape.

We expect publishers to think about audience monetization more holistically in 2024, and to take more sophisticated and nuanced approaches to optimizing their subscription businesses alongside other revenue streams such as advertising, commerce, licensing and events.

But as 2023 draws to a close, a handful of key subscription themes are top of publishers’ minds as they look to maximize revenue for the year and chart paths for the year ahead:

Emphasis is shifting to ARPU growth as publishers attempt to extract more revenue from existing subscribers.
Value perception is more important than ever as publishers raise prices and attempt to build long-term subscriber loyalty.
Regulatory pressure on cancelation practices continues to mount and will result in more control being placed in the hands of consumers.
AI platforms increasingly threaten to disrupt the viability of publishers’ subscription products – and their business models more broadly.

This Briefing report unpacks the themes that are top of mind for publishers in the fourth quarter, with support from Zuora.