IV. Subscription lifetime value
Compare modelled values for your news brand vs. cohorts of similar brands.
| Your brand | Your region | Your target market | Your tenure | Your paywall type | Your content | Your market size | Your sub's base size | Your website size | Your ARPU | Your LTV |
|---|---|---|---|---|---|---|---|---|---|---|
| Brand #11 | Europe/ Middle East/ Africa | National | 2016-2018 | Freemium paywall | News - quality | 2m-10m | 50k-100k | 1.25m-2.5m | below $6 | below $85 |
1. Survival (retention) rate in the first 3 years of the digital-only subscription relationship (modelled)
The proportion of digital-only paid subscriptions active during the first 36 months since signing up, in % (modelled based on average monthly churn rates in the latest quarter).
2. Survival (retention) rate after the first 3 months of the digital-only subscription relationship (modelled)
The proportion of digital-only paid subscriptions active after 3 months since signing up, in % (modelled based on average monthly churn rates in the latest quarter)
| Aggregation method | Your brand | Whole world | Your region | Your target market | Your tenure | Your paywall type | Your content formula | Your market size | Your sub's base size | Your website size | Your ARPU | Your LTV |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Top distribution | - | 95.7% | 95.5% | 97.8% | 98.2% | 97.3% | 94.8% | 95.9% | 94.1% | 95.6% | 94.7% | 93.8% |
| Upper quartile | - | 93.8% | 93.5% | 95.7% | 94.9% | 94.4% | 93.6% | 94.6% | 93.7% | 93.5% | 93.6% | 87.9% |
| Median | - | 91.6% | 87.1% | 93.7% | 91.8% | 93.0% | 91.3% | 91.6% | 90.1% | 91.3% | 91.6% | 80.5% |
| Bottom Quartile | - | 85.0% | 80.4% | 89.8% | 88.9% | 90.0% | 84.3% | 89.0% | 88.0% | 86.7% | 87.9% | 79.3% |
| Bottom distribution | - | 79.6% | 79.1% | 82.5% | 85.7% | 81.0% | 79.4% | 79.5% | 85.6% | 81.6% | 79.4% | 76.3% |
3. Survival (retention) rate after the first year of the digital-only subscription relationship (modelled)
The proportion of digital-only paid subscriptions active after 12 months since signing up, in % (modelled based on average monthly churn rates in the latest quarter)
| Aggregation method | Your brand | Whole world | Your region | Your target market | Your tenure | Your paywall type | Your content formula | Your market size | Your sub's base size | Your website size | Your ARPU | Your LTV |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Top distribution | - | 78.3% | 77.8% | 88.0% | 90.6% | 85.9% | 74.6% | 79.3% | 71.5% | 78.0% | 74.0% | 70.5% |
| Upper quartile | - | 70.7% | 68.9% | 78.3% | 75.0% | 72.9% | 69.4% | 73.6% | 69.9% | 69.3% | 69.4% | 49.3% |
| Median | - | 61.6% | 46.9% | 69.8% | 62.2% | 66.9% | 60.6% | 61.7% | 56.4% | 60.4% | 61.6% | 30.3% |
| Bottom Quartile | - | 41.0% | 30.1% | 55.6% | 52.5% | 56.1% | 38.9% | 52.6% | 49.7% | 45.6% | 49.2% | 27.8% |
| Bottom distribution | - | 28.5% | 27.7% | 34.9% | 42.7% | 31.5% | 28.2% | 28.1% | 42.6% | 32.9% | 28.0% | 22.8% |
4. Survival (retention) rate after the first 3 years of the digital-only subscription relationship (modelled)
The proportion of digital-only paid subscriptions active after 36 months since signing up, in % (modelled based on average monthly churn rates in the latest quarter)
| Aggregation method | Your brand | Whole world | Your region | Your target market | Your tenure | Your paywall type | Your content formula | Your market size | Your sub's base size | Your website size | Your ARPU | Your LTV |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Top distribution | - | 45.9% | 45.0% | 66.8% | 73.0% | 61.9% | 39.4% | 47.8% | 34.4% | 45.5% | 38.4% | 33.0% |
| Upper quartile | - | 33.1% | 30.6% | 46.1% | 40.2% | 36.5% | 31.3% | 37.7% | 32.0% | 31.1% | 31.3% | 10.5% |
| Median | - | 21.4% | 9.0% | 31.8% | 22.1% | 27.9% | 20.3% | 21.5% | 16.1% | 20.1% | 21.4% | 2.3% |
| Bottom Quartile | - | 5.9% | 2.2% | 15.4% | 12.9% | 15.8% | 5.0% | 13.0% | 10.8% | 8.3% | 10.5% | 1.7% |
| Bottom distribution | - | 1.9% | 1.7% | 3.8% | 6.7% | 2.6% | 1.8% | 1.7% | 6.6% | 2.9% | 1.7% | 1.0% |
5. Average digital-only subscription lifetime in months (modelled)
The total length of an average digital-only subscription, in months (modelled based on churn rates in the latest quarter)
| Aggregation method | Your brand | Whole world | Your region | Your target market | Your tenure | Your paywall type | Your content formula | Your market size | Your sub's base size | Your website size | Your ARPU | Your LTV |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Top distribution | - | 60.5 | 65.6 | 77.9 | 63.4 | 60.5 | 58.2 | 83.1 | 72.6 | 66.3 | 15.2 | 21.4 |
| Upper quartile | - | 43.1 | 56.2 | 48.0 | 50.5 | 48.0 | 41.2 | 60.7 | 59.1 | 50.0 | 13.8 | 20.2 |
| Median | - | 33.3 | 24.1 | 30.5 | 22.1 | 31.0 | 30.8 | 35.2 | 48.3 | 35.4 | 11.3 | 16.5 |
| Bottom Quartile | - | 20.2 | 18.4 | 17.6 | 14.3 | 19.9 | 20.0 | 22.3 | 28.0 | 22.7 | 7.8 | 8.1 |
| Bottom distribution | - | 13.7 | 12.3 | 8.1 | 13.3 | 14.4 | 13.2 | 12.3 | 13.8 | 20.0 | 5.4 | 6.1 |
6. Average digital-only subscription lifetime value (modelled)
The total revenue an average digital-only subscription will generate throughout the first 12 months and 36 months of the relationship, in parity U.S. dollars* (modelled based on monthly average revenue per subscription and churn rates in the latest quarter)
| Aggregation method | Your brand | Whole world | Your region | Your target market | Your tenure | Your paywall type | Your content formula | Your market size | Your sub's base size | Your website size | Your ARPU | Your LTV |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Top distribution | - | 199.2 | 211.5 | 262.7 | 198.4 | 195.7 | 189.6 | 288.6 | 224.0 | 202.8 | 51.1 | 55.6 |
| Upper quartile | - | 147.5 | 177.0 | 163.6 | 150.9 | 153.6 | 141.5 | 190.4 | 181.7 | 147.8 | 46.5 | 49.3 |
| Median | - | 105.9 | 72.2 | 95.3 | 79.9 | 96.0 | 101.6 | 117.1 | 148.9 | 126.1 | 32.9 | 41.6 |
| Bottom Quartile | - | 60.9 | 51.1 | 60.9 | 49.7 | 71.7 | 56.5 | 71.1 | 92.8 | 68.6 | 24.7 | 25.8 |
| Bottom distribution | - | 43.3 | 35.4 | 25.0 | 44.2 | 51.1 | 41.0 | 42.1 | 48.0 | 59.4 | 16.4 | 18.4 |
| Aggregation method | Your brand | Whole world | Your region | Your target market | Your tenure | Your paywall type | Your content formula | Your market size | Your sub's base size | Your website size | Your ARPU | Your LTV |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Top distribution | - | 420.2 | 470.3 | 593.8 | 352.0 | 425.6 | 356.3 | 688.6 | 415.6 | 382.1 | 106.0 | 79.4 |
| Upper quartile | - | 295.3 | 332.1 | 349.6 | 296.6 | 266.6 | 279.5 | 406.9 | 364.8 | 283.8 | 97.2 | 71.5 |
| Median | - | 222.6 | 127.2 | 212.6 | 205.6 | 205.4 | 205.6 | 218.5 | 236.3 | 233.1 | 58.1 | 56.7 |
| Bottom Quartile | - | 98.8 | 73.6 | 116.0 | 98.6 | 139.6 | 89.2 | 132.8 | 180.1 | 135.1 | 41.3 | 42.5 |
| Bottom distribution | - | 57.7 | 53.1 | 41.8 | 82.1 | 98.7 | 56.0 | 77.2 | 102.1 | 87.0 | 21.5 | 22.7 |
* To compare revenue across brands and countries, we adjust values in local currencies for the purchasing power of the local currency vs. U.S. dollar. We use the World Bank's purchasing power parities.