Media subscription services have seen a better retention rate of new subscribers since the coronavirus pandemic began, according to data from digital content management company Piano. The company's clients include CNBC, The Wall Street Journal, The Economist and Le Parisien.

Why it matters

Publishers are shifting to subscription models as advertising revenue declines and this latest data suggests they can expect greater success at retention.

However, there needs to be a focus on engaging users from the start, as churn is highest in the first month and a sizeable share of subscribers become inactive and ultimately cancel.

Takeaways

• Three-quarters (75.7%)...