The Rise of the Mature User

It's been a long and winding path, but in 2022 the subscription model continues its upward trajectory as a top revenue strategy for publishers of all sizes. The tug of war between platforms and publishers reached its peak in the last few years of the previous decade, leaving users desperate for a modern user experience that's clear of any clutter from the duopoly that is Google and Facebook. This is why intelligent paywall models are a top choice for users looking to consume content right from the source. When done correctly, the strategy can work for any type of media. The New York Times, a frequent showpiece example of the power of paywalls, is constantly reporting record-busting subscription numbers, with 7.6 million digital subscriptions in 2021.

And it all makes perfect sense. The subscription model eliminates the middleman — such as the platforms — so readers get the experience and content they want, and publishers get the cash they need.