Sara Guaglione of Digiday writes about how the dynamic paywall at Reuters has increased subscriptions and ad revenue.
Guaglione writes, “Though Reuters’ subscription offering will reach its two year anniversary in October, the more recent dynamic paywall has been fundamental in growing Reuters’ subscriber base while also protecting its ad revenue business, Andraos said.
“‘I think the point here is that it’s not sacrificing ad revenue to grow subscriptions. That is, I think, a false narrative,’ he said. ‘Our advertising business is doing better today than it was before launching the paywall. They really reinforce each other. Our subscribers are very highly engaged. They’re authenticated. They come to our app [and] our website many, many times a day, and that helps drive our ad business.’
“Reuters’ president Paul Bascobert said in a Decoder podcast interview in June 2025 that the company had over 100,000 subscribers. Andraos declined to share how many subscribers Reuters has now.
“Subscription growth is ‘very news cycle dependent,’ he said, and looks more like the ‘stock market’ than a straight line going up.”
Read more here.
