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February 5, 2025updated 06 Feb 2025 8:06am

Third of New York Times subscribers do not pay for its news product

The number of news-only NYT subscribers dropped 30% year-on-year as the company encouraged them onto "bundled" subs.

By Bron Maher

The New York Times building, which has reported in its 2024 annual report that at least one-third of its subscribers do not subscribe to its news product
The New York Times building in Manhattan, 26 October 2022. Picture: Beata Zawrzel/NurPhoto via Getty Images

Almost a third of New York Times digital subscribers now exclusively subscribe to one of its non-news products, its annual report shows.

In its full-year results for 2024 The New York Times Company reported ending the year with 10.8 million digital subscribers — an increase of 1.1 million compared with the end of 2023.

Of those 10.8 million subscribers, 3.5 million (or 32%) subscribed only to either its Games, Cooking, Wirecutter, Audio or The Athletic products.

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