Promotional subscription prices nearly halved in the past year

The average promotional price for major publishers’ subscription products has nearly halved in the past 12 months, according to Toolkits research. Toolkits reviewed the 100 most popular subscription sites among U.S. audiences and found that the average price available to new subscribers was $0.043 per day in June 2023, down 43.4% from an average of $0.076 per day in June 2022. (The length of access offered at promotional prices varied between publishers.) Publishers' promotional subscription prices have declined consistently in recent years, on average, broadly driven by a few key factors: Converting new subscribers has become increasingly challenging against a backdrop of ongoing economic uncertainty. Consumers and businesses alike are contr