ARPU (average revenue per user)
Also known as: Average revenue per user
Average revenue per user is the average recurring revenue a publisher earns per subscriber, typically per month.
It's a key input to lifetime value and a useful way to compare plans and cohorts.
Why it matters for publishers
ARPU tells you whether growth is coming from more readers or better monetisation. It is also half of the lifetime value equation, so a small, sustained ARPU improvement compounds into a materially more valuable subscriber base.
How publishers use it in practice
- Calculate ARPU as MRR divided by active subscribers, monthly.
- Segment it: annual vs monthly, direct vs discounted, trade vs consumer — the blended figure hides the story.
- Discounting and heavy trial use suppress ARPU; measure it after promotions expire.
- Raising prices for new subscribers only is the lowest-risk way to lift ARPU.
Frequently asked questions about arpu (average revenue per user)
- What is a good ARPU for a publisher?
- Consumer titles commonly sit between £5 and £15 a month; specialist B2B and trade titles run several times higher because the subscription is expensed.
- How do I increase ARPU?
- Price rises for new cohorts, an annual plan with a smaller discount, a premium tier, and fewer deep discounts on acquisition.