Publishers and media companies possess extensive audience and subscriber data while facing advertising shifts driven by economic uncertainty and AI. The difficulty of converting that data into sustainable revenue is prompting operational changes and long-term growth strategies. Publishers are experimenting with email strategies, personalization tools, cross-channel experiences, and retention campaigns to build and monetize audiences. A survey of 110 publishers and media companies asked about subscriber growth tactics, engagement tools, revenue contributions, and challenges. Most respondents (87%) increased engagement budgets; growth leadership is shifting to data and analytics (39%) and subscription/customer experience teams (22%).
This State of the Industry Report, in partnership with Marigold, shares how publishers and media companies are growing their subscriber bases, from the strategies they use and the challenges they face to how teams successfully overcome them. Publishers have a wealth of data from their audience and subscribers, but as advertising models shift with economic uncertainty and the rise of AI, the challenge of turning that data into sustainable revenue is forcing them to rethink how they operate and achieve long-term growth.
The majority of respondents (87%) said they have increased subscriber engagement budgets over the past year, while only 3% said they have seen a decline. This increased budget indicates a strong effort among publishers to improve subscriber engagement. The survey found that subscriber growth efforts are primarily attributable to either data and analytics or subscription and customer experience (61% combined), with only 14% of respondents having said it's a cross-department initiative.
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