The subscription business has never been easier. But this is probably the most difficult time for subsidized companies.

On the one hand, physical scarcity and ecommerce supply struggles make digital registration agreements even more encouraging. Consumer products such as Masterclass, Peloton and Audible all sell subscriptions.

But these same businesses are among the worst hit by Apple’s advertising targets and data restrictions. Their MO was to track individuals and facilitate campaigns to understand how much they can market to gain new customers profitably.

There is also a lot of competition. The market is packed with companies from news and entertainment, gaming and e-commerce to financial applications, learning resources and more on the final subscription list that everyone can carry per month.

As a result, subscription acquisition costs have increased in all major platforms including Apple App Store and IOS, Google Android and Facebook.

One way to deal with that volatility is to find a customer and simply “blow” the cost-of-living calculations and focus on discounts and promotions so that the new subscriptions stay at a less effective profit margin.

Many companies are doing this.

Magic Registered Government

Take a look at Disney, the most thirsty new subscriber player on the market.

Disney’s Black Friday Promotions Hulu ad-supported subscription price is reduced by $ 7-a-month from $ 7 a month. In early November, it offered Disney + a month special for $ 1.99, typically $ 7.99. And then Disney introduced the ESPN +, Disney + and Hulu package for $ 13.99, indicating a desire to charge $ 23 if purchased separately.

Disney is a great partner for new subscribers. Basic Verizon Contracts now include a six-month free Disney + or one year full holiday sale. New Amazon Music subscribers opt for a six-month free Disney +.

But the subscription between Verizon and Disney is not very special. New T-Mobile subscribers will now receive Apple Plus, Parallel Plus and Netflix for free this year.

(Because HBO is part of the Warner Media Empire, AT&T is the only provider that includes free HBX Max with its mobile contract promotion.)

The value of journalism

But if you think Disney is thirsty for new subscribers – you don’t even know what it feels like. Only ask a traditional publisher.

USA Today is offering Black Friday digital registration for $ 52 a week before returning to the regular $ 9.99 per month.

“Your subscription will help our journalists find the truth,” says The New York Times.

The Wall Street Journal digital subscription price dropped from $ 38.99 a month to $ 4. His tag line reads; “Believe in your source. Believe in your decision.”

in other words; “Try it for a year but for God’s love please subscribe”

Service subscriptions

The subscription is not just about world news and entertainment, though.

Peloton is known for its occasional reduction in prices. Like Apple, the price of Peloton is Peloton Price.

But as the outbreak restrictions unravel, he is knocking on his bicycle and bicycle + models by the end of November as he tries to bring fresh blood to the registry to replace the many drivers who have returned to the gym.

Turning to digital goods, Meditation app Headspace is offering a 60% monthly subscription price for Black Friday for up to $ 5. Master Class is not lowering the price, but it is increasing buyers’ interest in giving a second Freebie subscription to someone else – a clever BOGO-inspired method to increase subscription numbers… This means if a brand relaxes its regular purchase costs. Structure by giving free or very discounted bills

Learning and information services are now big subscribers. Rosetta Stone cut the cost of a one-year language tuition program from $ 143.88 to $ 89.99, Audible reduced its monthly tariff for Black Friday from $ 14.95 to $ 6, and added $ 20 credit to purchase books.

Sweet deal

There is nothing new about subscription entertainment offers. They are a popular way to get people in the door.

When Disney + began its operation two years ago, it offered free or reduced-price bills, such as candy, to millions of people. And many other streaming services have followed the lead, Paramount Plus, HBO Max, NBCU’s Peacock and Discovery Plus among them.

But there is a new urgency behind these promotions.

Increased competition in the market and the cost of user acquisitions on mobile platforms have reduced the number of potential media outlets for potential media subscribers, leading to a strong subscriber-based revenue stream that may not reach a few people at previous customer acquisition rates. .

Services such as Peloton, Masterclass or Rosetta Stone are partially relied upon for new blood, not only as a full subscriber, but also because membership in those programs will improve with the addition of new users. Even the most loyal customers are aware of the decline of new users and notice a decrease in brand presence in the “talk”.

From a consumer point of view, it is Bonanza. Now is the best time for US users to sign up for news, entertainment and other exciting or educational subscription services.

But what about the marketers behind those cost-effective and subscription-re-licensing programs? Well, either they have big market share wins – or they risk a profit margin.