Publisher & Media Owner Market: The Economist launches audio-video subscription tier

The Economist has launched Economist Play, a lower-priced standalone subscription tier priced at about $15 per month that bundles the publisher’s long-form Insider video shows, paywalled podcasts, daily audio briefings, short-form videos, subscriber-only newsletters and games. The tier is intended to attract younger and more gender-balanced audiences who prefer listening and watching over reading; it rolls out first in Sweden, Norway, Denmark and Canada with additional markets planned next year. Existing Economist Podcast+ subscribers will be migrated into Play with no change in price. The publisher cites high engagement with video — including Insider engagement and strong TikTok performance — as rationale for using audio and video as a gateway to deepen subscriptions and retention.