Exploring consumer attitudes and behaviors toward publishers’ digital subscription products
Any publisher charging for content must constantly evolve and adapt its products and value propositions to keep up with rapidly changing consumer expectations, demands, and behaviors. Meanwhile, converting and retaining subscribers is becoming more challenging as ongoing inflation and broader cost of living increases drive consumers to become more critical about which subscription products are worth paying for.
Toolkits partnered with National Research Group to conduct first-of-its-kind research exploring U.S. consumers’ attitudes and behaviors toward publishers’ digital subscription products, and to establish how publishers can best position themselves for subscription success heading into 2023.
Key research findings include:
- 73% of U.S. consumers’ don’t currently subscribe to digital publications, implying ample room for growth.
- 69% of consumers who pay for subscriptions currently pay for more than one.
- 75% of consumers are “completely” or “mostly” satisfied with the value for money they get from the digital publications they subscribe to.
- 23% of people who have canceled subscriptions said they have done so because they weren’t using them enough.
- 53% of consumers say they try to get around digital publishers’ paywalls without paying.
What’s in the report:
- Essential trends and takeaways for publishers looking to grow their subscription businesses in 2023.
- Full data and analysis from Toolkits in downloadable PDF format.
- 20 charts and graphics.
