The digital publishing landscape changes rapidly, which requires publishers to rethink where and how they reach their audiences. And right now, mobile apps have moved to the fore.  

For years, social media and search engines drove discovery, consistently directing traffic to publisher websites. However, in 2024, Meta shut down the Facebook News tab in the US and UK, leading to a sharp decline in referral traffic from the platform. X, formerly known as Twitter, completely deprioritized links, removing headlines and thumbnails. Meanwhile, Google introduced AI Overviews, which push publisher content further down the results page and replace links with AI-generated summaries that answer user questions directly. 

As these pathways to audiences lose effectiveness, publishers are increasingly focused on channels they own and can control. And, in alignment with that, the Pugpig Media App Report 2025, finds that mobile apps now play a central role in building strong, lasting relationships with readers. With social and search traffic on the decline, apps give publishers a way to take back control of their audience relationships—and to deliver better, stickier user experiences in the process. 

Apps offer control 

Unlike third-party platforms, apps provide publishers with full control over consumer experience, data, and monetization. Pugpig’s benchmark data, drawn from 135 publishers and 400 apps, shows they perform exceptionally well in engagement. Day-one retention rates average 71%, nearly three times the global average, and 30-day retention reaches 46%, six times the norm. Apps with rich content features such as games, audio, and video perform even better. 

Today’s media apps are more than just digital versions of print publications. Nearly three-quarters now publish content daily. Many feature spoken articles, podcasts, vertical videos, puzzles, and other interactive elements to engage users. Games are becoming highly influential. On average, users who play games within publisher apps play 37 times a month, and in some cases, over 100 times. Meanwhile, audio content, especially text-to-speech articles enabled by generative AI, is rapidly growing. Users who engage with audio spend nearly twice as much time in the app compared to those who do not. 

New revenue strategies 

In addition to bolstering direct audience relationships, the report finds that apps also help publishers evolve their revenue strategies. With advertising under pressure and print circulation in long-term decline, many publishers now focus on reader revenue, including digital subscriptions and in-app purchases. The Financial Times, for example, reports higher conversion and retention rates after adopting native in-app subscriptions.  

Meanwhile, recent U.S. court rulings allow publishers to offer subscriptions outside of the App Store, bypassing Apple’s commission. While these external flows come with some friction, they give publishers more control over pricing, promotions, and user data. 

Publisher apps improve personalization 

The Pugpig report also highlights a clear shift toward personalization among publisher apps. For the third year in a row, personalization ranks as publishers’ top innovation priority. Half of those surveyed now offer some form of personalization, ranging from custom homepages to targeted push notifications.  

AI plays an increasing role in delivering these experiences, making it easier to recommend content and tailor the app to each user’s preferences. Not all publishers agree on how to use personalization. Some express concern that it can feel impersonal, but many are finding success by combining algorithmic recommendations with editorial curation. 

Real-world examples throughout the report show how publishers are applying these strategies. The New York Times built a portfolio of dedicated apps, such as NYT Cooking, Games, and Audio, to boost engagement and unlock new subscription opportunities. The Baltimore Banner added vertical video to its app, which now drives higher engagement. Stylist launched a premium VIP membership in the app, giving users access to exclusive content and community experiences. Runner’s World built an interactive “training companion” that guides runners through personalized workout plans. 

Across the board, publisher apps aren’t just a digital add-on; they’re becoming a crucial part of the media industry. They provide a way to build direct relationships, offer personalized experiences, and support various revenue streams. The most successful apps, according to the report, are those where publishers make significant investments editorially, technically, and strategically.