6:59 pm - April 2, 2026
- The Daily Mail surpasses 400,000 digital subscribers less than two years after launch
- Growth driven by expansion into US and Australia, and simplified global branding
- Targets one million subscribers by 2028, buoyed by strong interest in high-quality journalism
The Daily Mail has passed 400,000 digital subscribers for its Mail+ service, less than two years after launch , a signal that one of the world’s largest free news brands is gaining traction with a paid model.
The milestone shows that a tabloid publisher long associated with mass free reach can convert a meaningful slice of its audience into paying readers, strengthening the case for hybrid models that blend scale with subscription revenue.
The figure was announced by Ailsa Leslie, editor of Mail+, in a post on LinkedIn. “Today we hit 400k digital Mail subs in under 2 years! Such an incredible journey to be part of,” she said.
The growth marks a rapid climb. Mail+ launched in the UK in 2024 and reached 100,000 subscribers by November that year, before passing 250,000 in March 2025. The latest increase suggests momentum has continued as the publisher expanded into the US and Australia.
That expansion has been paired with a broader effort to simplify the brand. In July last year, dmg media brought its digital properties under a single Daily Mail identity, part of a “One Daily Mail” strategy designed to align its global audience and commercial operations.
Content remains central to the push. The subscription offer leans heavily on areas where the title already dominates, including Femail, health, royal coverage and columnists, while the Mail+ Editions app provides a digital replica for print readers moving online.
The company has set a target of one million digital subscribers by October 2028.
Editor-in-chief Ted Verity has previously framed the strategy as a validation of the brand’s editorial proposition. “The success of Mail+ is proof that readers are happy to pay for the kind of high-quality journalism the Mail has long been famous for,” he said.
- https://www.mailmetromedia.co.uk/news/mail-hits-100000-paying-subscribers-in-the-uk/ – This article reports that Mail+ reached 100,000 paying subscribers less than 10 months after its launch, corroborating the rapid growth of the service.
- https://www.globenewswire.com/news-release/2025/02/25/3031949/0/en/DailyMail-Subscription-Service-Launches-in-U-S-and-Canada.html – This announcement details the launch of DailyMail+ in the U.S. and Canada, highlighting the service’s expansion into new markets.
- https://www.subsets.com/playbooks/how-dailymail-boosted-30-day-engagement-by-14-percent-with-subsets – This case study demonstrates how DailyMail+ increased 30-day engagement by 14%, reflecting the service’s effectiveness in engaging readers.
- https://www.subsets.com/playbooks/how-dailymail-increased-clv-by-32-with-subsets – This analysis shows that DailyMail+ increased customer lifetime value by 32%, indicating the service’s success in retaining subscribers.
- https://www.mailmetromedia.co.uk/news/daily-mail-consolidates-digital-brands/ – This article discusses the consolidation of digital platforms under the Daily Mail brand and the target of one million digital subscribers by 2028.
- https://www.mediaweek.com.au/daily-mail-boldly-seeks-eyes-one-million-digital-subscribers-by-2028/ – This piece highlights the Daily Mail’s ambitious goal of reaching one million digital subscribers by 2028, underscoring its commitment to digital growth.
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