Industries · content
Media (Content publishers, News) conversion rate benchmarks
News sites (NYT, Washington Post), niche publishers (Serious Eats, The Verge), content creators with subscription. Key CVR metric for ad-supported: bounce rate + pages-per-session. For subscription: paywall conversion (visitor → subscriber), typically 0.5-3%.
Cited benchmarks (6)
Each row links to its source study. Click a metric to open the full benchmark page for Media (Content publishers, News) with percentile bar and methodology.
Swipe horizontally to see the study name and source details.
| Metric | p25 | p50 | p75 | Study / source |
|---|---|---|---|---|
| Bounce Rate↓ Reported | 52.0% | 63.0% | 75.0% | Contentsquare DXB 2024 |
| Average Session Duration↑ Reported | 100.0 | 185.0 | 320.0 | Contentsquare DXB 2024 |
| Pages Per Session↑ Reported | 1.2 | 1.8 | 3.0 | Contentsquare DXB 2024 |
| Email Opt-in Rate↑ Derived | 2.0% | 4.5% | 9.0% | HubSpot State of Marketing 2024 (derived for media) |
| Email Click-Through Rate↑ Derived | 2.0% | 4.5% | 8.5% | HubSpot State of Marketing 2024 (derived for media) |
| 7-Day Return Rate↑ Derived | 8.0% | 16.0% | 28.0% | Mixpanel Product Benchmarks 2024 (derived for media) |
Notes on this vertical
Ad-supported CVRs aren't traditional CVRs — they're engagement metrics (session duration, pages viewed). Subscription CVRs are paywall-conversion + trial-to-paid. Completely different KPI set.
Industry profile cited from Nieman Lab (Harvard) — publisher industry reporting.