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.

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