Subscription themes that shaped 2023
Approaches evolved and matured as subscriptions became a more central part of publishers’ audience offerings and business models.
Subscription Publishing Briefing: November 27
Google updates cause further headaches for publishers, and Bloomberg Media reached 500,000 subscriptions.
FTC plans hearing on proposed ‘click to cancel’ subscription rule
The Federal Trade Commission will hold a hearing in January during which six organizations will explain their opposition to proposed “click to cancel” subscription rules.
Appetite for ad-free publisher subscriptions could be growing
Consumers say their distaste for advertising within publishers’ subscription products is growing, suggesting appetites for ad-free experiences could be growing too.
Introductory discounts drive subscription purchases, consumers say
73% of consumers say they’re more likely to subscribe to digital publications when offered introductory discounts.
Email is the connective tissue between subscriptions and advertising
Email is emerging as a powerful bridge between publishers’ advertising and subscription businesses, enabling each to thrive while helping to fuel growth for the other.
Publishers with subscription revenue are faring better than those without
Debates about the merits of subscription models continue, but publishers with reader revenue appear to be faring better in the current media environment than those without.
Over half of readers attempt to circumvent publishers’ paywalls
58% of digital publication readers say they regularly attempt to circumvent paywalls, down slightly from 63% in 2022.
Publishers enter the era of paid distribution
Organic distribution is winding down, and publishers wishing to drive traffic to their owned and operated properties should increasingly expect to pay for it.
Satisfaction with publishers’ subscription products is growing
More consumers are satisfied with the value for money they get from publishers’ digital subscription products now than in 2022, according to new research.
Four subscription themes are top of mind for publishers in Q4
A handful of key subscription themes are top of publishers’ minds as they look to maximize revenue for the year and chart paths for 2024.
How subscription publishers are navigating economic instability
A new Toolkits report explores how publishers are adjusting their approaches to drive subscription success despite challenging market conditions.
Subscription Publishing Briefing: Q2 2023
Unpacking the key subscription trends and themes that are top of mind for publishers in the second quarter.
Research: Succeeding with subscriptions
Exploring consumer attitudes and behaviors toward publishers’ digital subscription products.
Introductory discounts drive subscription purchases, consumers say
73% of consumers say they’re more likely to subscribe to digital publications when offered introductory discounts.
Over half of readers attempt to circumvent publishers’ paywalls
58% of digital publication readers say they regularly attempt to circumvent paywalls, down slightly from 63% in 2022.
Satisfaction with publishers’ subscription products is growing
More consumers are satisfied with the value for money they get from publishers’ digital subscription products now than in 2022, according to new research.
Subscribers say they’re less likely to cancel now than they were in 2022
Consumers may be spending on subscriptions less cautiously than they were last year, when fears of a recession were more acute.
No sign of peak subscription: Consumers continue to grow their subscription portfolios
29% of subscribers say they hold more digital publication subscriptions than they did 12 months ago, while just 7% have fewer, according to new research.
Consumers say they would buy more subscriptions if canceling was easier
Two-thirds of U.S. consumers say they would be more likely to subscribe to digital publications if the process of canceling subscriptions was easier, according to new research conducted by Toolkits and National Research Group.
Reducing passive subscriber churn
Tactics for mitigating passive subscriber churn and minimizing lost revenue from payment failures.
Limiting password sharing for subscription products
Tactics for limiting password sharing activity and using it as a growth opportunity.
Managing “sleeper” subscribers
What to do when subscribers aren’t actually using the products or services they’re paying for.
SEO strategies for paywalled content
Strategies and tactics to ensure optimal search performance for paywalled content.
Comparing server-side and client-side paywall technology
Each approach comes with advantages, drawbacks and unique considerations.
Onboarding subscribers
Implementing highly effective onboarding processes that help minimize churn and boost subscriber engagement, retention and revenue.
Publisher brands with the most digital subscribers
English-language publisher brands ranked by total number of digital subscribers.
U.S. publisher brands with the most digital subscribers
Top U.S.-based publisher brands ranked by total number of digital subscribers.
Job vacancies in subscription publishing
Explore new and noteworthy job opportunities in and around subscription publishing.
Subscribers say they’re less likely to cancel now than they were in 2022
Consumers may be spending on subscriptions less cautiously than they were last year, when fears of a recession were more acute.
No sign of peak subscription: Consumers continue to grow their subscription portfolios
29% of subscribers say they hold more digital publication subscriptions than they did 12 months ago, while just 7% have fewer, according to new research.
Consumers say they would buy more subscriptions if canceling was easier
Two-thirds of U.S. consumers say they would be more likely to subscribe to digital publications if the process of canceling subscriptions was easier, according to new research conducted by Toolkits and National Research Group.
Four subscription themes are top of mind for publishers in Q4
A handful of key subscription themes are top of publishers’ minds as they look to maximize revenue for the year and chart paths for 2024.
‘Normalized’ churn provides a better understanding of renewal behavior
The metrics publishers are using to monitor and analyze their renewal performance are becoming increasingly sophisticated.
Publisher brands with the most digital subscribers
English-language publisher brands ranked by total number of digital subscribers.
Apple connects its Podcasts app to publisher subscriptions
Apple will allow users to unlock subscriber-only content from third-party subscriptions within its Podcasts app.
Misleading subscription practices risk undermining publishers’ editorial credibility
Aggressive acquisition and retention approaches can help publishers boost revenue in the short term, but they risk undermining credibility with audiences.