The brand, with 50 million digital users, produces around 2,000 pieces of content every day, across 70 cities, and since the paywall is in a nascent stage, the focus this year has been on consumer acquisition.
The brand’s paywall offering, at this point, can neither be called metered nor hard, since aside from 350-400 premium pieces, all the content is free to access on the website and apps.
Radhika Shukla, Head of Growth and Strategy, TOI+ and Newspoint, Times Internet Ltd., joined WAN-IFRA’s recent Digital Media India Conference to share the brand’s subscription journey to date and their initial learnings.
The paywalled content includes expert opinion, newsletters, podcasts, crossword, and in-depth news analysis, heavily driven by data and charts in an easy to consume form.
Once a user becomes a subscriber, they are shifted to an ad-lite model.
Currently, ToI+ offers only one yearly subscription plan at a very competitive price of Rs 599 (€ 7.24) (Android and browser) and Rs 799 (€ 9.66) (iOS).
The brand also offers a Times Prime membership that has been dubbed a super subscription service that provides access to over 15 premium subscriptions and offers from more than 20 brands, such as SonyLiv, Disney+Hotstar, Cricbuzz, Uber, Starbucks and Myntra amongst others.
User acquisition
Since ToI+ is only a year old, the brand’s biggest focus this year has been strategising customer acquisition that has been categorised thus:
Platform-based strategy:…
Keen to read more? This content is exclusively available to our WAN-IFRA Members. If you believe your company is already a member, or you’d like to join in a personal capacity, please contact customer.service@wan-ifra.org If you’re a media journalist please reach out to dean.roper@wan-ifra.org
The post How ToI+ drives subscriptions through data-driven user analysis appeared first on WAN-IFRA.
Najnovšie články
- Japan’s Nikkei aims for greater subscriber engagement through new metrics
- Gaza war: Israeli government has Haaretz newspaper in its sights as it tightens screws on media freedom
- New Research spotlights obstacles – and considers solutions – for Southeast Asia’s climate reporting.
- WAN-IFRA’s Digital Media Awards Middle East 2023 Winners Announced
- Spanish media group sues META for unfair competition and claims over 550 million euros
Najnovšie komentáre
Archív
- december 2023
- november 2023
- október 2023
- september 2023
- august 2023
- júl 2023
- jún 2023
- máj 2023
- apríl 2023
- marec 2023
- február 2023
- január 2023
- december 2022
- november 2022
- október 2022
- september 2022
- august 2022
- júl 2022
- jún 2022
- máj 2022
- apríl 2022
- marec 2022
- február 2022
- január 2022
- december 2021
- november 2021
- október 2021
- september 2021
- august 2021
- júl 2021
- jún 2021
- máj 2021
Kategórie
Search
Najnovšie články
- Japan’s Nikkei aims for greater subscriber engagement through new metrics 9. decembra 2023
- Gaza war: Israeli government has Haaretz newspaper in its sights as it tightens screws on media freedom 9. decembra 2023
- New Research spotlights obstacles – and considers solutions – for Southeast Asia’s climate reporting. 9. decembra 2023
- WAN-IFRA’s Digital Media Awards Middle East 2023 Winners Announced 9. decembra 2023
- Spanish media group sues META for unfair competition and claims over 550 million euros 9. decembra 2023