As publishers face increasing competition for audience attention, video content has emerged as a game-changing tool for driving subscriber growth–and subscriptions are becoming a more significant priority in 2025. In fact, according to a new Digiday+ Research survey, 83% of professionals working at publishers said that they’ll focus on building their subscriptions business in the next six months, up from just 67% last year. After all, more subscribers translates into more interest from advertisers.
Here at EX.CO, we know from experience that publishers are uniquely positioned to leverage video to convert casual visitors into loyal subscribers. In this post, we’ll explore strategies to help media companies effectively use video to engage their audience, increase subscriptions, and build long-term loyalty.
Why video works for subscriber acquisition
Video has become a primary medium for consuming content online, and for good reason—it's engaging, immersive, and easily digestible. Digital publishers can benefit significantly from incorporating video into their content strategy. Let’s examine why.
1. Video captures attention
In a crowded digital space, video cuts through the noise. Whether it’s a breaking news clip, an in-depth interview, or a sports game recap, video helps hold the audience’s attention better than text alone. It also serves as a more accessible format for mobile viewers, making it easier to retain their interest.
2. Video builds trust and connection
Publishers can use video to humanize their reporting and foster a sense of community. Features like journalist commentary, behind-the-scenes content, expert analysis, and live reports make audiences feel connected to the story and deepen trust. Consistent, high-quality videos that offer unique perspectives and encourage interaction help establish loyalty—an essential factor for converting viewers into paying subscribers.
3. Exclusive video content as a subscriber perk
Offering exclusive video content—like investigative reports, detailed analyses, or subscriber-only interviews—adds tangible value. This gives viewers a reason to subscribe to gain access to premium content they can’t find anywhere else. The sense of exclusivity helps differentiate your offering from free news content and encourages loyal readership.
Key strategies to drive subscriber growth with video
1. Create clear calls-to-action (CTAs) in videos
One of the simplest ways to convert video viewers into subscribers is to include clear CTAs. These can range from "Subscribe for full access" to "Sign up for exclusive content" and should be placed strategically throughout the video. For example, placing a CTA after an emotional or high-impact segment can inspire action.
2. Offer teaser videos to entice viewers
A great way to hook potential subscribers is by offering teaser videos—short snippets of premium content that leave viewers wanting more. You could provide the first few minutes of an exclusive documentary or news report, then prompt viewers to subscribe to unlock the full video. Teasers spark curiosity, drawing viewers deeper into your content.
3. Leverage video as a lead magnet
Publishers can also use video to capture leads by offering certain content in exchange for an email sign-up. This tactic builds your subscriber funnel by allowing you to nurture potential subscribers with newsletters and targeted campaigns, all while offering sneak peeks into premium video content.
How to retain subscribers using video
Beyond subscriber acquisition, video can be a powerful tool for retaining existing subscribers and keeping them engaged long-term.
1. Personalized video recommendations
Tailoring video recommendations based on user behavior or article content can significantly increase engagement. Offering personalized video content—whether it’s on a specific news topic, editorial insight, or in-depth interviews—keeps viewers returning to your platform, enhancing retention and loyalty.
Click here to learn more about EX.CO’s contextual video recommendation engine which uses Large Language Model (LLM) technology to scan a webpage, suggest suitable videos, and match them at scale to boost video coverage and monetization opportunities.
2. Consistent video releases
Develop a regular release schedule for premium video content. Consistency helps create anticipation and ensures that subscribers keep coming back. Whether it’s a weekly news roundup, monthly investigative piece, or daily breaking news updates, having a dependable stream of video content strengthens relationships with your audience and keeps them engaged.
3. Live video events and interactive features
Interactive live video events—such as exclusive interviews, breaking news or special coverage, or behind-the-scenes reports—deepen audience connection by encouraging real-time participation. Features like live Q&As, polls, and chat foster a community atmosphere, while subscriber-only access to certain events adds value and exclusivity. This combination of immediacy, engagement, and exclusive content helps convert casual viewers into loyal, deeply invested subscribers.
Measuring the success of your video strategy
Tracking the performance of your video content is key to refining your approach. Here are some important metrics to watch:
- Engagement and completion rates: How long are viewers staying on your videos? Are they watching them to completion?
- Conversion rates: How many viewers are turning into subscribers after watching your videos?
- Content performance: Which types of videos are most effective at converting viewers and driving retention?
By analyzing these metrics, you can continually optimize your video strategy, experimenting with different formats, lengths, and CTA placements to see what resonates most with your audience.
Video content is not just a tool for engagement—it’s a critical component of growing and maintaining a loyal subscriber base for media companies. By leveraging exclusive content, integrating effective CTAs, and offering personalized recommendations, you can convert casual viewers into paying subscribers while building long-term loyalty.
Want to see how video can help you increase your subscriber base? Contact our team of video experts by submitting your information below.