C. How do you compare?
IV. Subscription Scorecard
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. Change in monthly digital-only subscription starts
Change in monthly digital-only subscription starts since Q1 2019, 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 | - | 313.6% | 302.9% | 367.3% | 260.0% | 140.9% | 351.0% | 333.0% | 248.9% | 500.5% | 251.5% | 317.3% |
| Upper quartile | - | 143.4% | 148.6% | 185.1% | 148.3% | 92.9% | 142.8% | 184.9% | 122.8% | 189.5% | 114.5% | 185.7% |
| Median | - | 68.5% | 93.6% | 92.2% | 99.7% | 68.5% | 67.1% | 130.9% | 90.8% | 81.5% | 35.4% | 90.8% |
| Bottom Quartile | - | -16.1% | 43.7% | 21.9% | -1.4% | 36.1% | -16.4% | 67.1% | 64.8% | -26.6% | -14.2% | -1.3% |
| Bottom distribution | - | -34.0% | -32.0% | -52.4% | -23.4% | -44.8% | -33.7% | -20.9% | -5.8% | -29.6% | -52.5% | -31.9% |
2. Digital-only subscription acquisition rate
Ratio of digital-only paid subscriptions that were started in a given month to digital-only paid subscriptions at the end of that month, between Q1 2019 and Q1 2026, 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 | - | 0.1 | 0.1 | 0.1 | 0.1 | 0.1 | 0.1 | 0.1 | 0.1 | 0.1 | 0.1 | 0.1 |
| Upper quartile | - | 0.1 | 0.1 | 0.1 | 0.1 | 0.1 | 0.1 | 0.1 | 0.1 | 0.1 | 0.1 | 0.1 |
| Median | - | 0.0 | 0.1 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.1 |
| Bottom Quartile | - | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.1 |
| Bottom distribution | - | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
3. New subscription starts per 1 million users
The number of new digital-only paid subscription starts per 1 million online users, between Q1 2019 and Q1 2026, 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 | - | 1807.9 | 2097.2 | 2482.9 | 2045.1 | 2507.7 | 1915.3 | 2737.9 | 2694.3 | 2097.2 | 2839.4 | 1540.0 |
| Upper quartile | - | 841.1 | 1082.8 | 1237.6 | 1010.0 | 1237.6 | 761.1 | 1764.8 | 2251.4 | 1195.7 | 1216.7 | 899.5 |
| Median | - | 545.5 | 617.6 | 723.0 | 472.0 | 350.8 | 523.6 | 768.3 | 1745.0 | 555.0 | 869.7 | 723.0 |
| Bottom Quartile | - | 288.0 | 434.0 | 267.2 | 165.3 | 129.8 | 289.1 | 248.5 | 844.3 | 391.7 | 282.3 | 603.3 |
| Bottom distribution | - | 136.6 | 175.9 | 119.0 | 115.9 | 73.1 | 138.7 | 167.2 | 273.6 | 203.5 | 120.4 | 253.2 |
4. Change in monthly digital-only subscription stops
Change in monthly digital-only subscription stops since Q1 2019, 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 | - | 578.3% | 747.9% | 913.4% | 569.7% | 1497.2% | 747.9% | 541.4% | 2493.5% | 270.9% | 407.6% | 544.2% |
| Upper quartile | - | 330.4% | 406.3% | 334.0% | 332.1% | 487.4% | 384.4% | 381.9% | 499.2% | 159.6% | 155.9% | 130.9% |
| Median | - | 138.3% | 225.5% | 144.8% | 204.2% | 144.8% | 130.3% | 231.0% | 128.5% | 118.4% | 124.0% | 118.4% |
| Bottom Quartile | - | 64.8% | 126.9% | -9.1% | 124.0% | -11.9% | 67.3% | 118.4% | 118.4% | 38.0% | 70.5% | 105.6% |
| Bottom distribution | - | -12.2% | -28.4% | -35.4% | -13.9% | -28.5% | 23.3% | 8.8% | 26.5% | 12.1% | -36.6% | 17.8% |
5. Change in the total number of digital-only paid subscriptions
Change in the total number of digital-only paid subscriptions since Q1 2019, 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 | - | 894.7% | 948.9% | 940.2% | 974.1% | 774.8% | 816.3% | 1344.5% | 365.7% | 425.2% | 723.4% | 1089.0% |
| Upper quartile | - | 392.6% | 490.6% | 500.2% | 647.6% | 342.7% | 337.9% | 537.3% | 311.1% | 255.1% | 341.6% | 338.1% |
| Median | - | 211.7% | 325.2% | 312.4% | 345.0% | 211.7% | 153.2% | 279.4% | 200.8% | 153.2% | 296.5% | 255.1% |
| Bottom Quartile | - | 62.1% | 146.4% | 145.7% | 143.6% | 135.9% | 55.5% | 145.8% | 82.7% | 61.4% | 105.0% | 119.3% |
| Bottom distribution | - | 25.4% | 61.6% | 43.6% | 120.8% | 38.2% | 24.6% | 85.0% | 48.5% | 46.7% | 54.3% | 85.1% |
6. Change in the average digital-only subscription revenue
Change in the average digital-only subscription revenue since Q1 2019, 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 | - | 973.0% | 841.0% | 1044.4% | 1056.0% | 1173.1% | 698.4% | 1154.0% | 531.3% | 462.6% | 842.2% | 991.9% |
| Upper quartile | - | 494.9% | 462.7% | 499.1% | 885.1% | 397.6% | 367.9% | 597.4% | 279.5% | 327.1% | 570.8% | 692.4% |
| Median | - | 314.7% | 313.5% | 279.5% | 261.6% | 220.9% | 294.0% | 313.5% | 223.9% | 288.6% | 261.6% | 279.5% |
| Bottom Quartile | - | 202.5% | 196.2% | 188.8% | 202.5% | 140.9% | 196.0% | 223.8% | 196.2% | 217.5% | 162.5% | 175.4% |
| Bottom distribution | - | 127.1% | 124.9% | 112.7% | 111.7% | 75.0% | 127.1% | 184.8% | 111.0% | 176.9% | 102.8% | 144.4% |
7. Change in the total number of other paid subscriptions (excludes digital-only subscriptions)
Change in the total number of other paid subscriptions since Q1 2019, 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 | - | -27.6% | -17.0% | -10.0% | 247.1% | -30.0% | -29.9% | -12.5% | -42.1% | -38.4% | 98.5% | -37.0% |
| Upper quartile | - | -33.9% | -30.2% | -33.3% | 98.5% | -36.6% | -39.2% | -28.9% | -45.8% | -44.1% | -8.9% | -38.4% |
| Median | - | -49.8% | -35.3% | -46.0% | -27.5% | -44.2% | -52.9% | -36.0% | -51.8% | -55.7% | -37.6% | -39.4% |
| Bottom Quartile | - | -70.5% | -48.4% | -58.1% | -46.6% | -54.6% | -71.3% | -48.2% | -64.1% | -62.2% | -39.5% | -47.0% |
| Bottom distribution | - | -76.0% | -66.7% | -70.0% | -59.9% | -72.7% | -76.4% | -53.6% | -79.2% | -71.1% | -54.5% | -60.4% |
8. Change in the total number of all paid subscriptions (includes digital-only and other paid subscriptions)
Change in the total number of all paid subscriptions since Q1 2019, 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 | - | 180.5% | 243.2% | 491.8% | 434.6% | 156.6% | 43.1% | 261.1% | 37.4% | 185.5% | 216.3% | 31.2% |
| Upper quartile | - | 34.6% | 36.2% | 113.8% | 216.3% | 42.6% | 12.9% | 46.0% | 34.6% | 10.2% | 138.4% | 19.1% |
| Median | - | -4.4% | 2.4% | 36.2% | 52.6% | 2.4% | -13.4% | 14.6% | 2.9% | -21.8% | 25.8% | 10.3% |
| Bottom Quartile | - | -43.5% | -13.4% | 1.6% | 35.1% | -15.4% | -47.8% | 1.9% | -39.0% | -35.4% | 9.2% | 6.5% |
| Bottom distribution | - | -53.3% | -18.5% | -14.1% | 23.5% | -20.6% | -55.7% | -9.2% | -59.9% | -47.2% | 4.8% | 3.4% |
9. Paywall stop rate
Ratio of paywall stops to online 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 | - | 66.7% | 68.1% | 67.5% | 65.5% | 55.3% | 67.1% | 69.7% | 68.3% | 71.7% | 68.0% | 68.8% |
| Upper quartile | - | 52.6% | 53.9% | 56.4% | 58.7% | 46.6% | 50.8% | 60.4% | 54.0% | 65.9% | 54.4% | 34.0% |
| Median | - | 28.0% | 35.9% | 34.1% | 51.3% | 23.0% | 26.0% | 46.8% | 41.7% | 43.6% | 29.8% | 26.0% |
| Bottom Quartile | - | 20.5% | 24.8% | 18.5% | 26.9% | 9.6% | 18.9% | 18.4% | 19.4% | 24.7% | 21.9% | 23.5% |
| Bottom distribution | - | 10.6% | 18.6% | 10.1% | 7.9% | 7.3% | 10.1% | 9.5% | 15.4% | 16.8% | 11.8% | 14.8% |
10. Paid stop conversion rate
Ratio of subscription check-out finishes to paywall stops 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 | - | 0.3% | 0.4% | 0.8% | 0.2% | 0.9% | 0.3% | 0.9% | 0.9% | 0.3% | 0.4% | 0.4% |
| Upper quartile | - | 0.2% | 0.2% | 0.3% | 0.1% | 0.2% | 0.2% | 0.3% | 0.3% | 0.2% | 0.2% | 0.3% |
| Median | - | 0.1% | 0.2% | 0.1% | 0.1% | 0.1% | 0.2% | 0.2% | 0.2% | 0.1% | 0.2% | 0.2% |
| Bottom Quartile | - | 0.1% | 0.1% | 0.1% | 0.1% | 0.1% | 0.1% | 0.1% | 0.1% | 0.1% | 0.1% | 0.2% |
| Bottom distribution | - | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | 0.1% | 0.0% | 0.1% | 0.0% | 0.1% | 0.1% |
11. Check-out flow efficiency rate
Ratio of check-out finishes to subscription check-out flow starts 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 | - | 64.0% | 66.0% | 56.1% | 38.9% | 51.1% | 64.8% | 50.4% | 54.8% | 60.4% | 65.4% | 66.3% |
| Upper quartile | - | 49.8% | 62.3% | 29.1% | 37.2% | 40.7% | 52.1% | 39.0% | 40.2% | 44.2% | 41.3% | 64.1% |
| Median | - | 37.2% | 48.4% | 7.5% | 23.9% | 27.1% | 38.7% | 16.6% | 32.8% | 37.6% | 22.7% | 60.0% |
| Bottom Quartile | - | 9.0% | 10.9% | 2.2% | 2.5% | 9.8% | 24.0% | 5.2% | 14.7% | 9.8% | 7.1% | 28.1% |
| Bottom distribution | - | 1.9% | 2.6% | 1.3% | 1.3% | 1.5% | 4.1% | 2.7% | 9.6% | 3.8% | 4.1% | 5.7% |
12. Digital-only subscription churn rate
Ratio of digital-only paid subscriptions that were stopped in a given month to digital-only paid subscriptions at the end of a previous month 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 | - | 10.8% | 11.0% | 9.2% | 7.4% | 10.0% | 10.9% | 10.9% | 7.5% | 9.7% | 10.9% | 12.7% |
| Upper quartile | - | 7.8% | 10.3% | 5.2% | 5.7% | 5.1% | 8.2% | 5.7% | 6.1% | 6.9% | 6.2% | 11.0% |
| Median | - | 4.3% | 6.7% | 3.3% | 4.3% | 3.6% | 4.5% | 4.3% | 5.1% | 4.5% | 4.3% | 10.3% |
| Bottom Quartile | - | 3.1% | 3.3% | 2.2% | 2.6% | 2.9% | 3.3% | 2.8% | 3.2% | 3.3% | 3.3% | 6.2% |
| Bottom distribution | - | 2.2% | 2.3% | 1.1% | 0.9% | 1.3% | 2.6% | 2.1% | 3.0% | 2.2% | 2.7% | 3.1% |
13. Average monthly revenue per subscription (ARPU)
Average monthly revenue per subscription (ARPU) in parity U.S. dollars between Q1 2019 and Q1 2026, 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 | - | 21.0 | 24.3 | 27.3 | 22.4 | 20.9 | 20.5 | 29.0 | 25.8 | 24.4 | 5.2 | 8.0 |
| Upper quartile | - | 14.9 | 19.4 | 16.9 | 18.1 | 16.3 | 14.2 | 21.3 | 20.8 | 18.0 | 4.8 | 7.4 |
| Median | - | 11.9 | 8.6 | 10.5 | 7.6 | 10.9 | 10.8 | 12.0 | 17.0 | 12.1 | 4.6 | 6.1 |
| Bottom Quartile | - | 7.3 | 6.5 | 6.0 | 4.9 | 6.9 | 7.0 | 7.9 | 9.7 | 8.1 | 2.7 | 2.9 |
| Bottom distribution | - | 4.8 | 4.6 | 2.9 | 4.6 | 4.9 | 4.6 | 4.3 | 4.8 | 7.0 | 1.9 | 2.2 |