The Times Introduces 'Bonus Accounts' to Boost Subscriber Retention

The Times Introduces 'Bonus Accounts' to Boost Subscriber Retention

The Times and The Sunday Times have launched a new "bonus accounts" feature, allowing premium digital subscribers to share their subscriptions with friends and family, in a strategic move to increase customer loyalty and reduce churn.

The feature, which has been gradually rolled out since mid-February, formalises a practice that many subscribers were already engaging in—sharing access with loved ones. According to Lisa Stevens, Head of Subscriber Engagement and Retention, this initiative is designed to enhance perceived value and create deeper engagement with the product.

"Of course there are risks," Stevens acknowledged at the PPA Festival, "but if people already see value in sharing subscriptions, we want that value attributed to The Times brand."

One key benefit for publishers is the added resistance to cancellation—subscribers are less likely to leave if others in their household also rely on the content. Stevens noted this tactic also helps broaden the reach of The Times' journalism, especially given the publication’s relatively high price point in a competitive digital subscription market.

To prevent abuse, Le Monde introduced a system that blocks simultaneous access on multiple devices, prompting users to upgrade to duo or family plans.

Both cases highlight a broader shift in the news media industry toward creative and controlled subscription sharing, balancing growth with revenue protection.