The Indian Express sees 34% engagement boost through Google Subscription Linking

Getting people to pay for news is hard. Getting them to keep reading after they’ve paid is even harder. The Indian Express (IE) has found a lever that does both—by tapping into Google’s Subscription Linking feature.

The integration, part of Reader Revenue Manager Enterprise (RRME), allows subscribers to link their IE accounts with their Google accounts. Once linked, premium Indian Express stories surface more prominently on Google Search and Discover. In effect, Google becomes not just a search tool but a direct discovery engine for loyal readers.

Over six months, IE measured how this changed reader behaviour. Subscribers who linked accounts showed a 34% rise in page views per user. Those who didn’t link grew by just 9%. Brand loyalists—heavy users visiting more than 15 times a month—remained flat. The spike, IE concluded, was directly tied to the integration.

“Google's Subscription Linking has proven to be a valuable asset for The Indian Express. It has helped us increase the visibility of our web content and fostered a deeper connection with our subscribers. The seamless experience and personalisation options have led to increased engagement and improved retention. We're pleased with the positive impact Subscription Linking has had on our reader revenue strategy,” Sanjay Sindhwani, CEO, IE Online Media Services Pvt Ltd., said. 

For publishers battling churn, the takeaway is clear: convenience drives consumption. By meeting subscribers where they already are, IE is aiming to reinforce its subscription value and deepen reader loyalty.