Two-fifths (39%) of all online publisher traffic comes from loyal readers, making it the largest audience segment, according to digital publishing analytics company Chartbeat. A quarter (26%) of worldwide traffic comes from returning readers, while 15% is from new visitors.

Why it matters

Audience loyalty has become more important for online publishers as many have shifted to subscription models at a time of falling advertising revenue. This has proven successful for some as retention rates have improved since the COVID-19 pandemic began.