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Amazon positions live sports portfolio as leverage to pry open upfront dollars

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Subscriptions

Publishers need direct payments from their audience to complement the difficult ad business.

How The Financial Times is betting on personality-led vodcasts as its next subscription lever

By pairing star journalists with a subject‑specific standalone YouTube channel, The Financial Times hopes to deepen parasocial relationships off‑platform and cultivate future subscribers.

April 22, 2026

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