Industry report

State of Subscriptions: Publishing

Your platform is best-in-class, but are your subscribers making it past the first semester?

Get the data-driven lesson plan for turning casual learners into lifelong subscribers with insights on:

  • Why the first 12 months are make-or-break, with the majority of learners canceling during this critical period
  • The single most effective retention tool that the most successful eLearning brands are rapidly adopting
  • The surprising truth about where a significant portion of your “new” student acquisitions really come from

Get the report

Your new syllabus for subscriber growth

The eLearning industry faces a critical test: it has massive lifetime value potential but also suffers from the highest churn rate of any vertical. The key to passing is a new retention-focused strategy. This report provides the data-driven study guide you need, based on insights from over 2,200 brands and 67 million subscribers, and a survey of 1,000 consumers.

  • Ace the first year. A staggering two-thirds of all cancellations happen within the first 12 months. This report delivers a guide to optimizing the onboarding experience and proving your value from day one.

  • Offer a flexible course load. A rigid model is a recipe for churn. Subscription pause usage surged last year, and this report reveals how top education brands use flexible plans to prevent student dropouts.

  • Turn dropouts into returning students. The education sector has the highest voluntary churn rate, yet a large percentage learners are actually returning students. Learn the win-back and revenue recovery strategies that re-engage past learners and save at-risk accounts.

For eLearning brands, the lesson is clear: retention isn't an extra credit project; it's the final exam. By focusing on flexibility and the student journey, you can build a best-in-class business. Ready to get the full report card? Download the report and gain a actionable insights for your business!

About Hanover Research

Founded in 2003, Hanover Research is a global research and analytics firm that delivers market intelligence through a unique, fixed-fee model to more than 1,000 clients. Headquartered in Arlington, Virginia, Hanover employs high-caliber market researchers, analysts, and account executives to provide a service that is revolutionary in its combination of flexibility and affordability. Hanover has been named a Top 50 Market Research Firm by the American Marketing Association every year since 2015. To learn more about Hanover Research, visit www.hanoverresearch.com.

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