This is the third installment in a series exploring consumer attitudes to publishers' digital subscription products, based on exclusive research conducted by Toolkits and NRG. New readers can sign up here to receive new data as it's published.
- 56% of subscribers to digital publications have canceled a subscription in the past year, down from 63% who reported doing so in 2022.
- 22% expect to reduce their number of subscriptions in the year ahead, down from 29% in 2022.
- The most common reasons for subscription cancellations include lack of use and poor value for money.
- 49% of subscribers say they actively “hop around” and try many different subscriptions with the intention of canceling those they don’t get value from.
Consumers say they are less likely to cancel subscriptions to digital publications now than they were in 2022, according to research conducted by Toolkits and National Research Group. The findings suggest that consumers may be spending on subscriptions less cautiously than they were last year, when fears of a recession were more acute.
In a study of 1,007 U.S. consumers who have subscribed to digital publications, 56% said they’ve canceled a subscription in the past year, down from 63% who reported doing so in September 2023.
