Media subscription services have seen a better retention rate of new subscribers since the coronavirus pandemic began, according to data from digital content management company Piano. The company's clients include CNBC, The Wall Street Journal, The Economist and Le Parisien.
For example, three-quarters (75.7%) of monthly subscribers that joined after March 2020 (when COVID-19 was declared a pandemic) were still subscribing three months after joining. Before the pandemic, the retention rate after three months was far lower at 68.6%.
Although this gap narrows over time, monthly subscribers consistently have a higher retention rate if they joined after the...