The Hindu Leverages AI to Drive Reader Engagement and Subscription Revenue

The Hindu, one of India's oldest news publishers, is turning to artificial intelligence to address a challenge familiar to many digital media organizations: ensuring readers find and engage with the breadth of journalism produced each day. With more than 600 stories published daily across its titles, even the most active users see only a small portion of the content, directly impacting subscription growth and retention.

Pundi S. Sriram, Chief Product Officer and Business Head, STEP, at The Hindu Group, said the main obstacle is converting willing readers into paying subscribers in a crowded, commoditized news market. He explained that producing quality journalism is not enough; readers must consistently perceive value to justify a subscription.

Rather than using AI primarily for content creation, The Hindu has focused its efforts on improving discovery and accessibility. The publisher has structured its AI initiatives around three pillars: adapting story formats for different reading preferences, creating personalized discovery points within its app, and selectively using audio formats where they meet specific audience needs.

One early application of AI at The Hindu has been to make long-form journalism more accessible. For select in-depth articles, the publisher now offers AI-generated summaries at the top of the page, typically around 200 words, alongside the full story. Readers also see AI-generated questions that serve as alternative entry points, allowing them to jump directly to sections of interest. Sriram reported that this approach has led to increased consumption of premium stories, with about 35 percent of premium users engaging with these AI-assisted formats. Editorial oversight remains central, with human review before publication.

To address the challenge of surfacing overlooked stories, The Hindu has developed multiple AI-driven discovery features within its app. A machine-learning-powered "Trending" section now accounts for roughly 13 percent of total app page views. Additionally, a personalized push-notification system, based on user behavior rather than stated preferences, helps drive discovery. Together, these mechanisms contribute about 30 percent of total app page views, according to Sriram.

In terms of modality, The Hindu has taken a targeted approach to audio. Instead of converting all content to audio, the publisher focuses on specific use cases where audio adds value. For example, AI-assisted audio explainers have been developed for editorials, which are popular among civil services exam candidates. These audio features have achieved a 24 percent completion rate, which Sriram described as unusually high for audio products.

Across all three areas—format, surface, and modality—the goal is to improve discovery, deepen engagement, and reinforce the value of a subscription. Sriram emphasized that for The Hindu, AI is about increasing relevance and ensuring readers encounter journalism that matters to them, in formats that suit their needs. Over the past year, these efforts have contributed to a 50 percent increase in app engagement, with the app now generating nearly half of the group's subscription revenue.

The Hindu's approach to AI-driven engagement echoes broader experimentation in the Indian media market. For instance, India Today has tested an AI tool to predict audience engagement before publishing, highlighting the growing role of artificial intelligence in shaping editorial and business strategies across the industry.

Founded in 1878, The Hindu is a major Indian news organization with a long history in print and digital publishing. The group operates several titles and has adapted its business model to focus on digital subscriptions in recent years. Its app has become a significant revenue driver, now accounting for close to half of total subscription income, reflecting the publisher's ongoing investment in technology and audience engagement.