Guardian supporters were far more likely than active panelists to also pay The New York Times
Share with a paid New York Times relationship among paneled U.S. Guardian contribution supporters versus all active panelists, Aug. 2024–Aug. 2026
Share also paying The New York Times
Source: YipitData U.S. e-receipt panel. Guardian contribution supporters n=781; active-panel benchmark n=1.31 million. Same-window co-payment does not establish which relationship came first. The New York Times vendor includes its broader paid bundle.
Chart data
| Series | Share also paying The New York Times |
|---|---|
| Guardian contribution supporters | 37.4% |
| Active panelists | 2.9% |
How many Guardian supporters paid for other news titles?
Among the 781 Guardian supporters, 52.9% also paid at least one of five measured paywalled news titles and 24.0% paid two or more. The 292 supporters who also paid The New York Times represented just 0.76% of observed New York Times payers, making the overlap much more common within the Guardian cohort than within The Times’ larger base.
Did holding a paywalled title coincide with lower Guardian engagement?
No lower engagement appeared in the observed contribution signals. Among 413 supporters also paying at least one measured rival, 29.5% had contributed to the Guardian in the last six months versus 25.0% of 368 supporters with no measured rival. The groups averaged 1.55 and 1.35 contribution receipts per supporter, respectively. Guardian cancellation emails appeared for 4.1% versus 2.7%, but those counts were only about 17 and 10 and are too small to establish a retention difference.
Assumptions & Methodologies
We analyzed YipitData’s U.S. e-receipt panel from Aug. 2024–Aug. 2026. The cohort contains 781 panelists with a recurring Guardian contribution receipt who were observable across the full window. The benchmark contains 1.31 million active panelists. The five measured paywalled titles were The New York Times, The Washington Post, The Wall Street Journal, The Atlantic, and The Economist. Cross-hold means a paid receipt from both outlets during the same window and does not establish sequence or incrementality. The New York Times vendor includes its broader paid bundle. Guardian cancellation capture begins in Aug. 2024, leaving small cancellation samples. Receipt visibility varies by inbox, and the panel skews slightly male and upper-middle income, so results describe observed panel behavior rather than the total market.