The New York Times had the largest difference among five subscriptions
Relative likelihood versus 932,912 active panelists meeting the same receipt-activity threshold; 1.0× means equal likelihood
Times as likely as active panelists meeting the same activity threshold
Source: YipitData U.S. e-receipt panel. Ancestry cohort n=8,704; benchmark n=932,912. The period was the trailing 12 months as of the July 20, 2026 analysis. Multiples equal the supplied index values divided by 100; the comparison is not demographically matched.
Chart data
| Series | Times as likely as active panelists meeting the same activity threshold |
|---|---|
| The New York Times | 3.04× |
| Audible | 2.54× |
| Hulu | 2.03× |
| Peacock | 2.01× |
| Paramount+ | 1.98× |
Which subscriptions stood out among active Ancestry members?
The New York Times and Audible had the largest differences among the five subscriptions shown. Active Ancestry members were 3.04× as likely as active panelists meeting the same activity threshold to pay for The New York Times and 2.54× as likely to pay for Audible. Hulu, Peacock, and Paramount+ ranged from 1.98× to 2.03×, so the news and audio services stood farther above the comparison group than the three streaming services.
Assumptions & Methodologies
We analyzed our U.S. e-receipt panel on July 20, 2026, covering the trailing 12 months as of that date. The cohort comprised 8,704 panelists whose most recent observed Ancestry activity indicated an active membership; all averaged at least two orders per month. The benchmark was 932,912 active panelists meeting the same activity threshold. Each multiple equals the cohort’s receipt share divided by the benchmark’s receipt share. App-store and bundled billing may be undercounted, and the comparison is not demographically matched, so it does not show an effect caused by Ancestry.