The New York Times is advancing its digital subscription growth with the launch of a new family subscription tier aimed at expanding its subscriber base and boosting revenue.
The All Access Family plan will offer shared access for up to four users — who can be family members or friends — to the Times’ full suite of news and lifestyle products, including Games, Cooking, and The Athletic, for $30 per month. This pricing is $5 higher than the existing All Access individual subscription, allowing current subscribers to upgrade to the family plan.
According to Ben Cotton, the Times’ head of subscriber growth, this family plan represents the most significant change to the company’s subscription structure in recent years. Each user on the plan receives their own login, enabling them to personalise their experience by saving articles, recipes, and game stats, subscribing to newsletters and following sports teams. This approach mirrors family plans common within streaming and music services such as Netflix and Spotify.
The Times’ strategy has been heavily influenced by its successful focus on subscription bundles. Recent earnings reports reveal that over half of its subscribers hold bundled or multi-product subscriptions—an approach that promotes higher engagement, longer retention, and increased lifetime value per customer. In the second quarter of 2025, the company added 230,000 net new digital subscribers, surpassing expectations and raising its total digital subscriber count to nearly 11.9 million.
As well as the All Access Family plan, the Times is also debuting a Games Family subscription for $10 a month, which offers shared access to subscription-based games like Spelling Bee and crossword puzzles, priced at $4 more than the individual Games subscription.
Industry experts like Matt Lindsay, CEO of Mather Economics, have noted that family subscriptions could attract younger demographics who might be reluctant to pay for their own individual subscriptions but would participate if bundled with family or friends. This model also enhances monetisation potential through profile-driven targeted advertising and personalised content offerings — significant given the Times’ 150 million registered users.
The Times is viewing the family plan both as a growth lever and a retention tool. Cotton explained that subscribers on family plans tend to have lower churn rates because cancelling affects multiple users at once, encouraging longer subscription lifecycles. While there is a risk of cannibalisation — current individual subscribers downgrading to the family plan — testing suggests this will be a manageable factor against the broader gains.
This development fits into the broader ambition to reach 15 million subscribers by the end of 2027, supported by strategic partnerships such as the recent bundle with The Economist. Growth is expected to require continual innovation, as Cotton acknowledged that the tactics that attracted previous subscribers may not be effective for future increments.
Source: Noah Wire Services
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
The narrative is current, with the family subscription plans announced on September 8, 2025. Earlier mentions in June and August 2025 indicate prior discussions or announcements, but the latest details are recent. No significant discrepancies in figures or dates were found. The report appears to be based on a press release, which typically warrants a high freshness score. No evidence of recycled content or republishing across low-quality sites was found.
Quotes check
Score:
9
Notes:
Direct quotes from Ben Cotton, head of subscriber growth, and Matt Lindsay, CEO of Mather Economics, are present. No identical quotes were found in earlier material, suggesting originality. Variations in quote wording were noted, but they do not significantly alter the meaning.
Source reliability
Score:
10
Notes:
The narrative originates from Digiday, a reputable organisation known for its coverage of media and publishing industries. The New York Times is also a well-established and reliable source.
Plausability check
Score:
9
Notes:
The claims about the new family subscription plans align with The New York Times’ recent strategic focus on subscription bundles and digital growth. The reported pricing and features are consistent with industry standards. No supporting details from other reputable outlets were found, but the information is plausible given the context. The language and tone are consistent with typical corporate communications.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative is current and original, with no significant discrepancies or signs of disinformation. The sources are reliable, and the claims are plausible and consistent with known information.
