Publisher insights from Piano’s subscription benchmark report

Subscription technology provider Piano released its second annual benchmark report last week. The company’s tech is embedded on hundreds of publisher sites so it has good visibility into subscriber trends developing across the industry, although it didn’t disclose during what timeframe the data were collected. This year’s installment included a handful of noteworthy data points: “Sleepers” now comprise 43% of subscribers for the average publisher  That number is up from the 39% the company reported in 2021, suggesting publishers are increasingly relying on revenue from subscribers who don’t actually use the products they’re paying for. (Piano defines sleepers as subscribers who have not accessed a site or service they have an active subscription to wit