USA TODAY subscribers with another paid news title retained more often
Share with a USA TODAY receipt from July 2025–August 2026, grouped by paid-news holdings in the 2024–June 2025 base window
Share with a later USA TODAY receipt
Source: YipitData U.S. e-receipt panel. The multi-title cohort included 329 panelists. Both cohorts were present before the base window and active within 30 days; 98%–99% remained observable in the outcome period.
Chart data
| Series | Share with a later USA TODAY receipt |
|---|---|
| Held another paid news title | 37.1% |
| Held only USA TODAY | 25% |
How asymmetric was USA TODAY’s overlap with The New York Times?
In the January 2025–August 2026 wallet snapshot, 21.5% of USA TODAY subscribers also paid for The New York Times, while 0.6% of New York Times subscribers also paid for USA TODAY. The asymmetry describes co-subscription, not which title subscribers considered primary or would cancel first.
Assumptions & Methodologies
We analyzed our U.S. e-receipt panel, defining USA TODAY subscriptions across direct, Apple, and Google receipts for news, Games, Play, and Crossword; Amazon matches were excluded. The base window ran from 2024 through June 2025, and retention meant a USA TODAY receipt reappeared from July 2025–August 2026. Subscribers were split by whether they held another paid-news title; the multi-title cohort had 329 panelists. Both groups remained similarly observable. Receipt reappearance can understate absolute retention, and product mix may contribute to the gap. This descriptive split reflects selection, not a causal effect of multi-title buying.