Publishers, here's how to get users to subscribe to your content

December 19, 2018

As digital media companies, publications and streaming services increasingly look toward subscription, successfully transitioning existing audiences to paid users can be an intimidatingand an often commercially ill-fatedundertaking.

I would know. CollegeHumor has experienced great and not-so-great outcomes with pay walls.

In 2016, we launched "Bad Internet," one of the first scripted shows on YouTube's Premium subscription service. We sprung it on our fans, shoved a trailer in their feeds and simply asked them to pay. We overestimated ourselves: Even though the show was beloved behind the pay wall, it converted new subscribers poorly.

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