Subscription Performance Benchmark Report Reveals Gaps

Piano’s 2022 Subscription Performance Benchmark Report is out today, delivering all-new insight on subscriber behaviour.

AMSTERDAM—Piano, a leading digital experience platform, today released its 2022 Subscription Performance Benchmark Report. The study analyses customer behaviour in publisher subscription environments, based on Piano’s proprietary data from serving hundreds of organisations that garner more than 140 billion collective pageviews every month.

Building on Piano’s 2021 findings, which explored a global surge in subscriptions, the new report looks at current behaviour throughout the customer journey: overcoming registration obstacles; turning registered users into subscribers; engaging active subscribers; and mitigating churn.

“As subscription programs mature, publishers need to adopt more sophisticated tactics in targeting users for both acquisition and retention. When we analyse the customer journey for digital subscriptions, we’re looking at how organisations can drive engagement—and in turn, increase user value—as they move through that funnel,” said Michael Silberman, SVP Strategy at Piano. “The benchmark data we’re releasing this year highlights a few of the opportunities we’ve identified for organisations to propel future subscription growth.”

Takeaways from the report include:

‘Sleepers’ comprise more than 40% of subscribers for the average subscription website (defined as active subscribers who haven’t been on the site in the past 30 days)Nearly one-third of all active churn happens in the first 24 hours – making this period a critical time for subscriber engagementThough they make up 65% of digital audiences today, mobile visitors convert at a much lower rate – 19.7% compared to 42.4% for desktop users

Access to benchmark data and insights about their own audiences allows publishers to optimise the subscriber experience at each step in the customer journey. The findings and recommendations in Piano’s annual Subscription Performance Benchmark Report are designed to help businesses identify areas of opportunity in their efforts to drive subscriber acquisition and retention.

“Analytics data fuels insights to tell organisations how they can make improvements to get better performance,” said Patrick Appel, director of research at Piano. “These businesses aren’t just set-it-and-forget-it businesses. You can’t say you set up some rules and now everything’s going to be perfect. Active management plays a big role for the publishers that have the greatest success. That kind of trajectory is important and is informed by data.”

For more subscriber journey insights, read the full report here.

Piano Media Contacts

Elissa Hill
(814) 952-1170
[email protected]

Gemma Bessant
+44 (0)7779 247508
[email protected]

About Piano
Piano’s Digital Experience Platform empowers organisations to understand and influence customer behaviour. By unifying customer data, analysing behaviour metrics and creating personalised customer journeys, Piano helps brands launch campaigns and products faster, strengthen customer engagement and drive personalization at scale from a single platform. Headquartered in Amsterdam with offices across the Americas, Europe and Asia Pacific, Piano serves a global client base, including Air France, the BBC, CBS, IBM, Kirin Holdings, Jaguar Land Rover, Nielsen, The Wall Street Journal and more. Piano has been recognized as one of the fastest-growing, most innovative technology companies in the world by World Economic Forum, Inc., Deloitte, American City Business Journals and more. For more information, visit

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