This week’s Media Briefing looks at the state of churn in publishers’ subscription businesses in light of the economic climate putting pressure on readers’ wallets.
The state of subscriber churn
The key hits:
- Publishers are not reporting drastic decreases in their retention rates or massive increases in churn rates attributable to the economic downturn.
- Subscriber growth slowed in 2021 and 2022 but remained positive.
- On average, churn rates were 1-2% higher in 2022 than in 2021, however.
With this latest economic downturn threatening to turn into a recession, consumers are now being faced with another exhausting task of budgeting in light of inflation, putting a big question mark next to recurring monthly costs, like subscriptions.
Luckily for publishers, early data shows that their subscription businesses have been spared from being hit as hard by…
