'Subscription sleepers' ghosting apps

Thought you needed that online media subscription, but turns out you never actually use it? You're not alone. More than 43% of digital media subscribers are ghosting their accounts "the day after they subscribe," Axios reports. That's up 4% from last year, according a new report from subscription tech company Piano. Even more bad news for digital media companies, these "subscription sleepers" were to blame for 30% of subscription cancellations. The rise in inactive members leaves platforms under pressure as they seek to increase subscription prices amid a cooling ad market.