The continuous advancement of data analytics has fueled the evolution of intelligent paywalls in the media industry. How can these new models foster a more personalised and profitable subscriber experience?

Leaders from El Mundo, Times Internet, and The Philadelphia Inquirer shared valuable insights on this topic at the INMA Media Subscriptions Summit in Amsterdam on Wednesday.

El Mundo’s dynamic paywall balances ads and subscriptions

El Mundo, Spain’s second-largest printed daily and a leading digital news source under media giant Unidad Editorial, has introduced a dynamic paywall to optimise revenues.

“We wanted to grow subscriptions faster without sacrificing the traffic or ad revenues — we want everything,” Iñigo de Juan Sainz-Planillo, group chief subscriptions officer at Unidad Editorial, said.

The news company explored a new revenue model in 2023, following the success of a freemium paywall that allowed the newsroom to selectively decide which content should be placed behind the paywall.

Using digital analytics platform Piano’s advanced machine-learning analytics, the dynamic paywall analyses user behaviour, advertising potential, and the likelihood of subscription to decide the best way to generate revenue from each visitor.

Unlike traditional paywalls, the new model adapts in real time, maximising both ad and subscriber income.

Before implementing the model, the team from El Mundo conducted a test that delivered impressive results:

• The number of users exposed to the registration process more than doubled, leading to five times as many sign-ups as the previous year.
• Paywall exposures increased by 13%, yet overall traffic remained steady.
• Most significantly, subscription conversions surged by 60.4%, while revenue grew by 50.7%, demonstrating the model’s effectiveness in balancing ad income and paid subscriptions.

“[The dynamic paywall] is like a bank account that you can turn on and off whenever you want, but you will not withdraw your money right away because you want to get the revenues,” De Juan Sainz-Planillo said.

El Mundo has now fully shifted to the dynamic paywall model, eliminating premium icons and redesigning page architecture. Editorial teams no longer manually select which stories are locked. Instead, AI-driven decisions optimise content access. 

De Juan Sainz-Planillo stressed that leadership support was critical.

“Convincing top management with real-time data was essential,” he noted, adding that getting the newsroom and advertising team involved early on helped prevent resistance to change.

While dynamic paywalls are not a one-size-fits-all solution, they are a crucial beginning toward sustainable digital monetisation. Success depends on continuous testing, strategic adaptation, and fostering a team willing to embrace change, De Juan Sainz-Planillo said.

Times Internet’s hybrid paywall boosts revenue and engagement

Times Internet, the digital arm of The Times Group, is driving the future of digital media in India.

Founded in 1838, The Times Group remains a dominant force in Indian media, with The Times of India as the world’s most widely read English daily. Times Internet builds on this legacy, engaging over 39 million daily users and 579 million monthly users.

India’s media market presents a challenging environment for subscription growth, Puneet Kukreja, vice president, product and reader revenue at Times Internet, said. Advertising revenue has slowed, but subscription growth is increasing. Historically, Indian newspapers have been heavily ad-supported, reinforcing the expectation of free content. Combined with the country’s demographic diversity, this has made it difficult to implement a single subscription model.

However, media companies are gradually shifting toward subscription-based models to diversify revenue.

Kukreja said Times Internet transitioned from a freemium to a hybrid paywall model to balance ad revenue with subscription growth. High-value content is gated behind a hard paywall, while a metered paywall allows limited free access to build readership habits. A freemium model distinguishes premium content from free material, attracting a broader audience.

This shift increased average revenue per user by 50% and boosted subscription conversions by 15%.

Machine learning (ML) drives the success of Times Internet’s hybrid paywall. ML algorithms identify high-potential users and determine which content and pricing strategies are most likely to convert them. The system also adjusts paywall prompts in real-time based on user behaviour, increasing the likelihood of subscription.

Times Internet developed its own tech ecosystem to improve user data and operations. This in-house system integrates customer data, marketing, and subscription services, allowing for better targeting and scalability.

AI-generated content and dynamic ad targeting have also increased engagement and revenue, Kukreja said. As AI continues to shape news consumption, Times Internet’s focus on premium experiences positions it for future growth.

The Philadelphia Inquirer’s strategic shift to subscription growth

The Philadelphia Inquirer, a 195-year-old legacy news organisation, has significantly increased its digital subscription business since 2021 despite a declining audience. The company’s average monthly digital subscriptions have grown by 94.2%, the total number of subscribers has more than doubled, and subscription revenue has more than tripled.

This growth reflects a strategic shift from a narrow focus on acquisition to a broader approach that includes audience development, improved retention, and a more effective paywall strategy, Darya Ushakova, chief marketing officer at The Philadelphia Inquirer, said.

To expand its audience, The Inquirer identified over 850,000 potential readers in the Philadelphia area who had not yet become regular readers. The company increased investment in content promotion, partnerships with influencers, and social media outreach to engage these readers.

New content formats, including podcasts, newsletters, and real-time alerts, helped strengthen user engagement. A 2023 brand campaign generated over 240 million impressions and increased brand familiarity by 9.5%.

Subscriber acquisition improved after the company introduced a permanent “$1 for six months” introductory offer in 2024, replacing a series of rotating discount offers. This simplified model improved conversion rates and allowed for better long-term retention.

The subscription funnel was also streamlined, with a new one-page checkout flow and expanded payment options like Apple Pay and PayPal, increasing completion rates by up to 5%.

A key driver of this success has been the introduction of dynamic paywalling, Ushakova said. The system uses predictive algorithms to evaluate user behavior and content value, gating or unlocking content based on the likelihood of conversion or ad revenue potential. Premium content, including investigative reports and expert analysis, is often gated to reinforce the value of a subscription.

The company’s targeted retention strategy includes personalised recommendations and outreach to disengaged subscribers. Exclusive benefits, such as event access and merchandise discounts, have helped improve retention rates and reduce cancellations.

This strategic shift has positioned The Inquirer for sustainable growth in an evolving media landscape.

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