BizSugar.com › Resources › Step-Up Authentication is Key to Making Paywalls Work in Media

In recent years, the paywall has evolved into an effective tool for balancing these needs, boosting subscriptions by restricting what content non-registered users can access.

The New York Times, for example, increased its revenue through digital subscriptions under its paywall, even as ad revenue declined. However, using a paywall often comes at a cost to user experience (UX), and companies are wary of driving away users by forcing them to enter in their credentials.

Step-up authentication offers a way for media companies to balance security and UX, by only demanding that users enter their credentials under certain circumstances.