The Economist has begun offering a lower-priced subscription tier for its audio and video journalism, called Economist Play, as part of a broader effort to pull in younger and more diverse audiences.
For about $15 a month – roughly $10 less than an all-access premium subscription – Economist Play bundles the publisher’s long-form Insider video shows, paywalled podcasts, daily audio briefings, short-form videos, subscriber-only newsletters and games into a standalone product aimed at people who are more likely to listen and watch than read its articles.
The new tier, which rolls out today, is the latest step in The Economist’s strategy to use audio and video as a gateway for younger, more gender-balanced audiences and to deepen engagement with existing subscribers, according to Nada Arnot, The Economist’s evp of marketing. “Our ongoing effort is to expand our audience base into a more gender balanced audience that does skew younger,” she said. “Audio and video journalism is increasingly more important for us.”
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