For years, subscriber growth in publishing was defined by volume — more sign-ups, more reach, more traffic. But that model is bending under the weight of rising acquisition costs, shifting algorithms, changing behavior, and subscription fatigue.
According to The State of Subscriber Engagement for Media and Publishing, our 2025 report in partnership with Digiday, 87% of publishers increased their engagement budgets this year, signaling a decisive shift from acquisition to retention. The data is clear that long-term growth now depends on keeping the audiences you’ve already earned by turning every interaction into an opportunity to reinforce value, connection, and trust.
Why retention is the new growth
The economics of churn are unforgiving. Nearly three-quarters of publishers cite high acquisition costs as one of their biggest challenges, and replacing a lost subscriber often costs far more than keeping one. In the report, 72% of publishers said diversifying revenue beyond advertising is their top subscription goal, followed by increasing retention and reducing churn (58%). That shift marks a permanent shift from one-off traffic spikes to long-term value and loyalty.These findings likely stem from how audiences behave today. Readers are flooded with choice and quick to jump platforms. Winning loyalty demands ongoing relationships built on relevance, trust, and value across every interaction. As The Telegraph’s Philippa Law put it, community features aren’t just engagement tactics — they’re retention engines.
“Our subscribers value being surrounded by like-minded people, and that validation gives them a real sense of belonging and loyalty.” — Philippa Law, The Telegraph
What retention looks like today
Retention doesn’t happen by accident. It’s the result of deliberate, proactive strategies that anticipate subscriber needs and build long-term connections. Successful publishers are approaching retention as an ongoing relationship, not a one-time conversion.
The report highlights three defining patterns among leaders in the space:
- Lifecycle journeys that adapt to behavior. Automated lifecycle emails were cited as the top-performing tactic, yet most publishers still underuse A/B testing and leave optimization potential untapped. A welcome series is a great start, but smart onboarding sets expectations and introduces the breadth of content and experiences available.
- Signals that predict churn. Teams are using data on engagement, renewal lapses, and content preferences to identify risk earlier and intervene with personalized outreach.
- Connection beyond content. Publishers like The Telegraph are exploring community features, like polls, live Q&As, or curated comment experiences that foster belonging and loyalty.
Why it matters now
Nearly 70% of publishers said engagement efforts have increased subscriber retention, half have seen enhanced advertising or sponsorship value, and more than a third have experienced growth in paid subscriptions as a result. In other words, retention is a revenue strategy. It keeps subscribers close, stabilizes revenue, and generates richer first-party data that fuels smarter targeting and more sustainable monetization.
Where publishers are heading next
Despite retention’s clear impact, fewer than 40% of publishers said they plan to invest in lifecycle marketing or retention campaigns next year, even as 85% see AI-driven personalization as critical to engagement and monetization.
The opportunity is there for publishers that invest in personalization, cross-channel orchestration, and actionable data strategies. They’re proving that audience loyalty is the most reliable engine for sustainable growth.
For more insights and data, explore The State of Subscriber Engagement for Media and Publishing, a report from Digiday and Marigold.
