NYT adds 230K subscribers, Spotify raises rates & Roku launches new tier

Welcome back to Subscriptions Weekly! From strategic price shifts to AI-powered engagement, this week’s headlines show how top brands are rethinking growth, and what subscribers expect in return. Let’s get into it.
NYT adds 230K subscribers as bundles take hold
The New York Times added 230,000 digital-only subscribers in Q2 2025, far exceeding projections. Over 50% of its base now accesses bundle offerings like The Athletic, Wordle, and Wirecutter. Subscription revenue grew 15.1% year-over-year, and Q3 growth is projected to land between 8–10%. Bundling continues to pay off as a strategy for engagement, ARPU, and long-term retention. Read more
Spotify raises prices in global markets
Spotify will increase Premium subscription pricing to €11.99/month across Latin America, Asia, Africa, and Europe starting in September. The update follows July’s U.S. price hike, signaling a continued shift toward profitability and pricing consistency across markets. The changes come as the company navigates slowing ad growth and rising content costs. Read more
SmartNews launches NewsArc for long-form engagement
SmartNews introduced NewsArc, a standalone AI-powered app designed for heavy news readers. It curates longer, more meaningful content based on behavioral data and reading history. The app launches with more than 3,000 publisher partners in a revenue-sharing model, signaling a shift from short-scroll consumption to deeper, subscription-ready experiences. Read more
Roku debuts $2.99/month streaming tier
Roku unveiled Howdy, an ad-free streaming tier priced at $2.99/month. It includes content from Warner Bros., Lionsgate, and Roku Originals, and targets cost-conscious consumers with a lean content catalog. The launch reflects Roku’s focus on market segmentation and acquiring users outside the premium SVOD bracket. Read more
News Corp profits rise on subscription growth
News Corp reported a 28% increase in quarterly profits, driven in part by 6.7% growth in digital subscription revenue at Dow Jones. The company also announced the upcoming launch of The California Post, a new West Coast media brand slated for 2026. The results highlight the role of digital subscriptions in fueling modern media portfolios. Read more
OneSpan grows subscription revenue by 22%
Cybersecurity SaaS company OneSpan reported 22% growth in subscription revenue for Q2 2025, even as total revenue declined. The company attributes the increase to higher customer retention and ongoing expansion in authentication and digital agreement workflows. It’s a reminder that even in challenging quarters, recurring models remain a stabilizing force. Read more
Ghana pressures DStv to reduce pricing
Ghanaian regulators have warned Multichoice Group’s DStv that it risks license suspension unless it lowers subscription fees. The country’s Ministry of Communications has cited affordability concerns as the main issue. The move adds to growing international scrutiny over pricing in pay-TV and streaming services. Read more
Salesforce acquires Bluebirds to boost AI prospecting
Salesforce has acquired Bluebirds, a French AI startup focused on outbound sales prospecting. The tool uses natural language processing and behavioral insights to automate lead generation and outreach. The acquisition strengthens Salesforce’s position in AI-powered growth strategies across its recurring revenue stack. Read more
Work in the most exciting industry: Open roles in subscriptions
Your next role is here! These leading subscription companies are hiring. From revenue manager to merchandise planner, here’s a round-up of interesting job offerings.
citizenM: Hotel chain known for its affordable luxury concept, focusing on the modern, tech-savvy traveler.
Guest communication expert (Taipei): Predict consumer demand, optimising inventory and pricing on the right distribution platforms
Cluster revenue manager (Voorschoten): Drive revenue by predicting consumer demand, optimizing inventory and pricing on the right distribution platforms
Sales internship (Voorschoten): Play a vital role in the completion of corporate agreements by working closely with the sales team to ensure deadlines are met
Nuuly: Subscription clothing rental service that sends members a monthly box with six items they choose from over 1,000 styles.
Influencer & Community Marketing Manager (Philadelphia): Set the strategic roadmap for influencer activations to ensure alignment with brand priorities
Senior Merchandise Planner (Philadelphia): Maximize subscription revenue by creating a sound merchandise and assortment plan for rentals
Nuuly Senior Data Scientist (Philadelphia): Apply advanced machine learning and statistical techniques to high-impact problems
New from Recurly
New report: What subscribers want
We asked over 1,000 f subscribers what drives their decisions in 2025, and the results are clear:
89% say value is non-negotiable
55% expect full control over when and how they stay
And your best growth driver? The subscribers you already have
This new interactive report reveals what makes people sign up, what keeps them loyal, and what sends them packing. Join our 3-part webinar series to learn what it actually takes to win and keep subscribers. Save your spot
Dieux turns subscriber demand into breakout growth
When Dieux’s customers started asking for a subscription option, the team listened—and moved fast. With Recurly Commerce, they launched a flexible, self-serve program that felt effortless for users and scalable for their lean team.
The result?
1,000+ new subscribers in just three weeks
200+ sign-ups in a single day
Zero tech headaches
For Dieux, subscriptions weren’t just a new revenue stream — they were a way to deepen loyalty without complicating the business. Read the full customer story
Subscription Sessions: Going global
This isn’t another hype-filled webinar. It’s a tactical, no-fluff event built for brands ready to scale smarter. Hear from industry leaders as they unpack what actually drives global growth, and what to stop wasting time on. Save your spot