D. What is the reach of your website and subscriptions?
IV. Subscription Penetration
Your news brand vs. benchmarks for selected tiers
| 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. Market penetration rate (digital-only subscriptions)
Proportion of in-market households with digital-only subscription between Q1 2019 and Q1 2026, in %, by quarter
Distribution in Q2 2026 — aggregation: Median
| 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 | - | 6.2% | 9.9% | 5.8% | 8.6% | 12.0% | 7.9% | 5.9% | 14.9% | 9.3% | 4.2% | 2.9% |
| Upper quartile | - | 4.0% | 3.4% | 3.1% | 4.9% | 5.8% | 4.2% | 3.2% | 9.4% | 4.7% | 2.7% | 2.3% |
| Median | - | 2.1% | 2.0% | 1.6% | 2.3% | 2.1% | 2.2% | 1.4% | 4.1% | 2.5% | 1.4% | 1.6% |
| Bottom Quartile | - | 1.1% | 1.1% | 0.5% | 0.5% | 0.8% | 1.3% | 0.7% | 2.1% | 1.6% | 0.3% | 0.3% |
| Bottom distribution | - | 0.3% | 0.3% | 0.1% | 0.3% | 0.3% | 0.3% | 0.4% | 1.0% | 0.8% | 0.1% | 0.1% |
2. Market penetration rate (all paid subscriptions)
Proportion of in-market households with any paid subscription (digital, print, others) between Q1 2019 and Q1 2026, in %, by quarter
Distribution in Q2 2026 — aggregation: Median
| 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 | - | 195.5% | 337.9% | 13.2% | 13.8% | 16.9% | 277.8% | 8.8% | 19.9% | 200.5% | 12.6% | 438.8% |
| Upper quartile | - | 13.1% | 152.6% | 6.6% | 11.5% | 11.7% | 14.7% | 5.5% | 16.4% | 16.2% | 9.7% | 344.5% |
| Median | - | 6.3% | 13.1% | 2.6% | 5.8% | 4.5% | 6.7% | 2.9% | 6.8% | 7.8% | 1.7% | 5.1% |
| Bottom Quartile | - | 3.1% | 3.6% | 0.7% | 1.4% | 1.7% | 3.8% | 1.4% | 2.8% | 3.7% | 0.3% | 0.3% |
| Bottom distribution | - | 0.7% | 1.3% | 0.3% | 0.4% | 0.7% | 1.0% | 0.6% | 0.8% | 1.3% | 0.2% | 0.1% |
3. Market penetration rate (known users)
Proportion of in-market households that are known between Q1 2019 and Q1 2026, in %, by quarter
Distribution in Q2 2026 — aggregation: Median
| 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 | - | 173.8% | 44.5% | 76.0% | 87.0% | 118.1% | 201.1% | 112.9% | 73.0% | 162.2% | 55.8% | 14.7% |
| Upper quartile | - | 92.0% | 17.6% | 25.7% | 51.4% | 79.0% | 95.5% | 40.2% | 33.1% | 92.4% | 19.7% | 6.9% |
| Median | - | 17.3% | 7.2% | 14.2% | 22.4% | 27.5% | 21.5% | 19.4% | 22.2% | 21.9% | 8.2% | 4.7% |
| Bottom Quartile | - | 4.9% | 3.7% | 4.7% | 5.7% | 13.7% | 4.9% | 8.4% | 13.9% | 6.0% | 3.4% | 3.5% |
| Bottom distribution | - | 2.1% | 0.9% | 1.1% | 3.5% | 8.8% | 2.3% | 4.4% | 4.5% | 3.0% | 0.8% | 0.4% |
4. Market penetration rate (online users)
Proportion of in-market households that accessed the website between Q1 2019 and Q1 2026, in %, by quarter
Distribution in Q2 2026 — aggregation: Median
| 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 | - | 529.9% | 639.3% | 336.8% | 406.1% | 956.3% | 557.0% | 256.0% | 528.2% | 516.0% | 251.3% | 383.6% |
| Upper quartile | - | 356.8% | 343.2% | 184.6% | 272.4% | 542.2% | 363.1% | 185.1% | 318.7% | 362.7% | 198.4% | 290.3% |
| Median | - | 212.8% | 219.5% | 74.5% | 207.4% | 234.1% | 240.7% | 93.7% | 228.3% | 221.3% | 72.5% | 207.4% |
| Bottom Quartile | - | 76.3% | 74.1% | 18.6% | 57.5% | 104.8% | 113.2% | 61.2% | 72.8% | 75.8% | 22.7% | 53.8% |
| Bottom distribution | - | 20.6% | 18.5% | 9.5% | 20.3% | 42.9% | 48.7% | 29.3% | 23.7% | 37.7% | 10.8% | 12.6% |
5. Paid subscriptions that are digital-only
Proportion of total paid subscriptions that are digital-only between Q1 2019 and Q1 2026, in %, by quarter
Distribution in Q2 2026 — aggregation: Median
| 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 | - | 83.4% | 90.8% | 96.3% | 81.7% | 93.4% | 73.5% | 93.2% | 79.1% | 78.6% | 94.0% | 95.1% |
| Upper quartile | - | 64.0% | 67.8% | 84.9% | 74.3% | 78.5% | 61.8% | 77.3% | 75.9% | 65.0% | 83.9% | 68.3% |
| Median | - | 52.9% | 40.1% | 69.1% | 61.7% | 59.1% | 51.2% | 60.3% | 67.7% | 54.7% | 57.9% | 30.6% |
| Bottom Quartile | - | 37.2% | 0.7% | 50.3% | 47.9% | 42.8% | 36.8% | 49.8% | 62.7% | 39.7% | 41.4% | 0.6% |
| Bottom distribution | - | 0.7% | 0.5% | 37.0% | 37.0% | 36.7% | 0.6% | 40.5% | 59.4% | 1.0% | 31.5% | 0.5% |
6. Other paid subscriptions with digital access
Proportion of other paid subscriptions with activated access to online paid content between Q1 2019 and Q1 2026, in %, by quarter
Distribution in Q2 2026 — aggregation: Median
| 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 | - | 51.7% | 60.3% | 51.4% | 38.8% | 49.4% | 48.3% | 52.9% | 38.6% | 51.9% | 28.7% | 28.7% |
| Upper quartile | - | 41.3% | 37.4% | 32.2% | 29.0% | 38.5% | 40.6% | 41.9% | 32.2% | 42.1% | 22.3% | 24.9% |
| Median | - | 31.1% | 24.7% | 17.8% | 19.1% | 20.4% | 32.4% | 26.4% | 20.9% | 35.7% | 14.2% | 19.5% |
| Bottom Quartile | - | 18.2% | 13.9% | 9.0% | 14.1% | 11.4% | 21.7% | 17.3% | 14.6% | 21.9% | 9.0% | 14.4% |
| Bottom distribution | - | 10.1% | 7.2% | 5.5% | 9.9% | 6.5% | 13.1% | 8.9% | 13.4% | 14.2% | 7.4% | 7.4% |
7. Known users with digital-only subscription
Proportion of known users with digital-only subscription between Q1 2019 and Q1 2026, in %, by quarter
Distribution in Q2 2026 — aggregation: Median
| 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 | - | 51.1% | 58.4% | 41.8% | 57.5% | 33.3% | 52.1% | 31.8% | 55.2% | 50.6% | 62.8% | 73.9% |
| Upper quartile | - | 33.1% | 47.3% | 24.5% | 34.9% | 19.7% | 35.8% | 17.9% | 44.9% | 41.8% | 26.1% | 49.9% |
| Median | - | 8.5% | 32.3% | 9.9% | 8.2% | 6.0% | 7.1% | 7.0% | 23.8% | 11.3% | 9.4% | 34.4% |
| Bottom Quartile | - | 2.8% | 10.1% | 5.1% | 5.6% | 2.6% | 2.7% | 3.9% | 11.1% | 2.7% | 5.1% | 9.4% |
| Bottom distribution | - | 1.7% | 3.5% | 3.1% | 3.1% | 1.5% | 1.7% | 2.6% | 2.9% | 2.0% | 3.2% | 3.5% |
8. Known users with newsletters
Ratio of newsletter recipients to known users between Q1 2019 and Q1 2026, in %, by quarter
Distribution in Q2 2026 — aggregation: Median
| 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 | - | 2843.7% | 4619.4% | 215.2% | 1274.4% | 177.9% | 3650.8% | 124.4% | 1409.7% | 4085.3% | 2374.1% | 4096.8% |
| Upper quartile | - | 162.3% | 2223.2% | 120.6% | 136.9% | 106.7% | 201.1% | 83.7% | 170.2% | 180.4% | 132.8% | 2347.9% |
| Median | - | 48.3% | 132.3% | 59.2% | 68.4% | 21.2% | 35.9% | 34.4% | 106.0% | 57.7% | 42.7% | 149.1% |
| Bottom Quartile | - | 13.3% | 42.9% | 19.3% | 21.8% | 11.2% | 13.3% | 14.6% | 23.4% | 14.1% | 21.9% | 34.5% |
| Bottom distribution | - | 8.9% | 8.8% | 8.5% | 17.1% | 4.6% | 8.9% | 7.3% | 14.2% | 8.7% | 14.9% | 21.8% |
9. Website penetration rate (digital-only subscriptions)
Proportion of online users with digital-only subscription between Q1 2019 and Q1 2026, in %, by quarter
Distribution in Q2 2026 — aggregation: Median
| 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 | - | 3.9% | 4.3% | 5.4% | 3.2% | 4.6% | 3.2% | 5.6% | 9.1% | 3.3% | 5.4% | 3.4% |
| Upper quartile | - | 2.2% | 2.2% | 3.4% | 2.7% | 2.0% | 1.7% | 4.3% | 4.2% | 2.6% | 2.7% | 0.9% |
| Median | - | 1.0% | 0.9% | 1.5% | 1.3% | 1.0% | 1.0% | 1.5% | 3.0% | 1.1% | 1.1% | 0.7% |
| Bottom Quartile | - | 0.6% | 0.6% | 0.9% | 0.6% | 0.4% | 0.6% | 0.7% | 2.3% | 0.8% | 0.7% | 0.5% |
| Bottom distribution | - | 0.3% | 0.4% | 0.5% | 0.4% | 0.2% | 0.3% | 0.4% | 1.1% | 0.5% | 0.4% | 0.4% |
10. Website penetration rate (known users)
Proportion of online users that are known between Q1 2019 and Q1 2026, in %, by quarter
Distribution in Q2 2026 — aggregation: Median
| 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 | - | 64.4% | 49.7% | 76.7% | 43.9% | 73.0% | 64.3% | 94.8% | 95.8% | 61.0% | 49.7% | 38.6% |
| Upper quartile | - | 41.5% | 16.7% | 35.7% | 29.9% | 23.8% | 45.0% | 50.1% | 43.7% | 39.2% | 34.0% | 8.7% |
| Median | - | 16.5% | 5.1% | 19.4% | 18.9% | 12.7% | 13.4% | 21.9% | 18.7% | 12.2% | 17.4% | 1.9% |
| Bottom Quartile | - | 3.1% | 1.7% | 7.5% | 5.9% | 7.1% | 2.4% | 12.3% | 5.9% | 5.9% | 2.4% | 1.5% |
| Bottom distribution | - | 1.5% | 1.1% | 4.2% | 2.8% | 4.6% | 1.3% | 4.7% | 5.6% | 2.2% | 1.4% | 0.9% |