CNN, the most-visited news website in the U.S., will implement a “metered” paywall starting in early October, initially reported by The New York Times. This move, part of a larger strategy led by CEO Mark Thompson, aims to drive profitability by monetizing CNN’s significant online readership as the network adapts to a changing media landscape.
The metered paywall, commonly used by major news outlets like The New York Times and The New Yorker, will start with an affordable subscription offering to gauge consumer demand. This initiative follows CNN’s earlier attempt to enter the digital subscription space with the short-lived CNN+ streaming service, which was discontinued due to high costs. Unlike CNN+, this paywall strategy won’t involve extensive new programming but will leverage existing content to create value for subscribers.
Why Now?
The introduction of the paywall comes as cable TV viewership continues to decline across the industry, putting pressure on traditional news networks to find alternative revenue streams. Mark Thompson, who successfully led a digital subscription strategy at The New York Times, was brought on board to help CNN navigate this transition. Earlier this year, Thompson signaled that a subscription model was on the horizon, citing the need to adapt to digital consumption trends and reduce reliance on declining cable revenues.
How It Will Work
CNN will implement a metered paywall, allowing casual readers to access a limited number of articles for free. Once this limit is reached, users will be prompted to subscribe. The company will start with an inexpensive option to attract subscribers and plans to monitor user behavior closely, adjusting the model as needed based on audience feedback and engagement.
INSIDER TAKE
The decision to introduce a paywall reflects CNN’s acknowledgment of shifting consumer preferences as digital platforms increasingly dominate news consumption. By starting with a low-cost offering, CNN is taking a cautious approach, likely aiming to convert a fraction of its massive online audience into paying subscribers without alienating casual readers. However, the challenge will be balancing monetization without disrupting the site’s traffic, a critical factor for advertisers and long-term revenue growth. This move serves as a telling sign that even the largest news networks must pivot toward digital revenue models to remain competitive and sustainable in today’s media environment.