What is ARPU (average revenue per user) for publishers?
How publishers calculate ARPU, how ad and reader revenue add up per user, and why known readers are worth more.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readARPU (average revenue per user) is the total revenue in a period divided by the number of users. For publishers it shows what each reader is worth, from advertising, subscriptions or both.
How to calculate ARPU
ARPU = revenue ÷ users
Example: €240,000 ÷ 400,000 monthly readers = €0.60 per reader
Illustrative numbers.
Telecom and software companies use ARPU per subscriber. Publishers usually look at it per reader, split by advertising and reader revenue.
ARPU for publishers
| Type | What it shows |
|---|---|
| Ad ARPU | Ad revenue per reader |
| Subscription ARPU | Reader revenue per subscriber |
| Revenue per visitor | Revenue per site visitor in a period |
16 pages for publishers, with a checklist for data, programmatic and direct sales.
How to raise ARPU
Known readers earn more on both sides: they can be offered to advertisers as audiences and they convert to subscriptions. Growing logged-in and returning readers is the most reliable lever.
CPM uplift at Stampen Media after activating first-party audiences with Samhub.
Frequently asked questions
Close. Revenue per visitor usually counts site visitors in a period, while ARPU can count users or subscribers.
Track both. Ad ARPU per reader and subscription ARPU per subscriber answer different questions.
Higher prices per impression, through audience data and data deals, and more page views per reader.
Yes, when tracked over time and alongside the number of readers, so growth in one does not hide a drop in the other.
Related terms
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