Why digital media subscription services are on the rise during COVID-19

John Phillips

Offers advice for how media owners can grow subscription businesses to help counteract any decline in ad revenues.

Why it matters

Media companies no longer need ads to be successful. Netflix, for instance, has a massive, engaged audience. Media innovators may find that an ad-free environment is a differentiator in a saturated market.

Takeaways

  • Subscription businesses need a flexible, agile and reliable subscription management system to handle this complexity. This is especially true for direct-to-consumer companies like publishers, which need the ability to their approaches based on reader interests.
  • Publishers can discover the subscription pricing ‘sweet spot’ through customer segmentation, understanding what part of your offering both current and prospective subscribers are willing to pay for.
  • When switching...

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