Each month, we isolate readers of various publications and ask them how much they would be willing to pay per month to have a subscription to that site/paper. The chart below shows that the amount readers self-reported being willing to pay peaked during the height of Covid concern (in 2021) and has declined since.
During the most recently quarterly earnings report from the NYT in May, the company reported growing subscribers but lower digital only subscription revenue (indicating possible shifts in subscriptions to lower / promotional subscription prices).
We have a number of interesting insights in our full survey report. If you are a client, login to our portal to view the full report. If you are not a client and want to learn more, please email [email protected].