The Financial Times has implemented an AI-powered paywall, resulting in a 6% annual improvement in average revenue per user (ARPU), according to Fiona Spooner, Managing Director of the Consumer Revenue Group. Despite a 10% decline in subscriber conversion rates, Spooner views it positively, indicating the paywall's focus on enhancing long-term subscriber value rather than short-term volume. The paywall's effectiveness stems from its ability to identify and cater to users most likely to opt for premium subscriptions, impacting 95% of the FT's global readership who consented to data sharing.
The Financial Times's months-old AI-powered paywall has improved subscription metrics like ARPU by 6% annually, although it dropped conversion rates by 10%.
Spooner emphasized that the drop in conversion rates indicates the paywall's effectiveness, aligning with a strategy focused on long-term value rather than immediate volume.
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