Subscriptions will be the top priority for publishers in 2022: Study

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January 18, 2022, 5:57 PM GMT+0

The latest report from the Reuters Institute for the Study of Journalism predicts that business is good for publishers this year.

While 59% of publishers reported an increase in revenue in 2021, only 8% said their revenue had declined. A separate Group M study found that digital advertising grew at its fastest rate of 30% year-on-year in 2021. Despite this, subscription revenue remains at the forefront of publishers’ revenue plans.

Around 79% of publishers said their main revenue focus for 2022 is subscription revenue, up 5% from 2020. Though 54% of publishers reported static or declining traffic on their news sites, subscription revenue remains their top priority.

Reuters also predicts that publishers will actively innovate– like offering product extensions and bundling – to counter subscription fatigue and enhance the value of their products. Most publishers also said they would invest more in podcasts and other digital audio, email newsletters and digital video formats like longer documentaries and live videos this year.

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