"Publishers entered 2025 facing many of the same economic uncertainties that they navigated in 2024. But in addition to grappling with the erosion of traditional income streams, publishers are now navigating how to combat the effects of generative AI as it chips away at traffic-driven revenue from search and social media referrals. As a result, many publishers are experimenting with their subscription strategies, including pricing, plans and subscriber benefits, to retain and boost subscriptions - a longtime revenue stronghold."
"We began by asking publishers how much of their revenue comes from various sources, including subscriptions - a question we've asked regularly over the last several years. Digiday's annual third-quarter surveys from 2023, 2024 and 2025 found that on a weighted average basis subscriptions as a portion of publishers' revenue has continued to increase year over year - climbing from a weighted average score of 1.57 in 2023, to 1.98 in 2024, to 2.60 in 2025."
"Similarly, when Digiday asked publishers how focused they are on building different parts of their business in the next six months, including subscriptions, publishers' focus on building their subscriptions business has also increased on a weighted average basis over the same period, from a weighted average score of 2.24 in 2023, to 3.1 in 2024, to 3.26 in 2025. The increase in weighted average here represents how publishers have increased focus on building their subscription business since 2023."
Publishers entered 2025 facing persistent economic uncertainties and new pressure from generative AI reducing search and social referral traffic. Many publishers are testing subscription strategies—adjusting pricing, plans and subscriber benefits—to retain and grow a stable revenue source. The Digiday Subscription Index measures subscription approaches and shows subscription revenue share rising on weighted averages from 1.57 in 2023 to 1.98 in 2024 and 2.60 in 2025. Publisher focus on building subscription businesses also climbed from 2.24 in 2023 to 3.1 in 2024 and 3.26 in 2025. Subscriptions remain a central part of publisher revenue mixes.
Read at Digiday
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