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# Many digital subscriptions dropped within the first day, states new report
- URL: https://capitolcommunicator.com/many-new-digital-subscriptions-dropped-within-the-first-day-states-new-report/
- Published: 2022-07-12T21:26:30.000Z
- Updated: 2022-07-13T20:21:15.000Z
- Author: Capitol Communicator
- Tags: Digital, Insights, #wp-upper-left-sponsored, #Import 2026-10-08 18:52

**Data from the paywall tech company** [**Piano**](https://piano.io/?ref=capitolcommunicator.com)shows about 33% of new subscribers cancel their digital subscriptions within a day.

Piano, one of the world’s largest paywall providers, sells their technology as well as strategic advice to media companies. Most of their clients are news organizations — including giants like Gannett, Dow Jones, Meredith, and Axel Springer — but they also work with other types of companies experimenting with paywalls to drive subscriber revenue, states Nieman Labs.

[The Piano report](https://marketing.piano.io/subscription-performance-benchmark-report-2022?ref=capitolcommunicator.com) notes that subscribers who cancel almost immediately might have signed up to access a single article or found the full paid experience lacking after taking a quick look around.

“It’s not enough to sign someone up and assume they’ll consume your content,” the report cautions. “You’ll need a thought-out plan using proven tactics to start forming habits early. Email newsletters, a welcome letter from the editor, a mobile app download, podcasts, subscription benefits reminders and/or a series of reminder emails over the first week and month have all proven successful with audiences.”

More [here](https://www.niemanlab.org/2022/07/nearly-a-third-of-new-subscribers-to-news-publications-cancel-in-the-first-24-hours/?ref=capitolcommunicator.com).