Digital Subscriptions Are Growing, and Getting Nimbler

But subscription data from multiple firms, as well as interviews with digital subscription experts, proves the opposite, and trends like an uptick in consumer agency, the evolution of flexible pricing and a more holistic understanding of consumer monetization are shaping these efforts.

In 2023, median active subscriptions across media consultancy Piano’s portfolio of 292 sites grew 12%, according to Michael Silberman, executive vice president of media strategy.