Subscription Publishing Briefing: Q2 2023

By Jack Marshall • April 12, 2023

Economic instability was the prevailing theme of the first quarter. Publishers began the year nervously as consumers and businesses continued to limit their spending, and advertising budgets remained difficult to unlock.

The good news is conditions weren’t as bad as some expected. Demand from advertisers was stronger than some publishers had forecast, and although converting new subscribers remained a challenge, most publishers saw little evidence of the widespread churn some observers predicted.

Publishers say they’re cautiously optimistic about the second quarter, but new headwinds and challenges loom on the horizon.

We expect the second quarter to be shaped by a handful of key themes:

  • Greater emphasis will be placed on subscriptions as a primary revenue driver
  • Retention efforts will intensify further
  • Generative AI could hinder subscription efforts
  • Looming click-to-cancel requirements will cause headaches for some
  • More publishers will experiment with cross-promotions and “bundle” offers

This Subscription Publishing Briefing explores each of these themes and contextualizes the news and events that defined subscription publishing in Q1.