# What is revenue mix? Each product’s share of period revenue

Revenue mix is the share of a company’s revenue coming from different products, customers or business lines during a stated period.

For a publisher, common components include advertising, subscriptions and other products. The shares should use the same reporting period and revenue basis.

## A rising share without rising revenue

Illustrative quarterly figures: advertising earns $60,000 and subscriptions earn $40,000, for $100,000 total. The mix is 60% advertising and 40% subscriptions. Next quarter, advertising falls to $40,000 and subscriptions stay at $40,000. Subscriptions now make up 50% of revenue even though subscription revenue did not grow.

Illustrative quarterly revenue mix

Revenue | First quarter | Next quarter

--- | --- | ---

Advertising | $60,000 | $40,000

Subscriptions | $40,000 | $40,000

Total | $100,000 | $80,000

Subscription share | 40% | 50%

## Mix changes can move the total in either direction

A larger subscription share can result from growing subscriptions, falling advertising revenue or both. Report the dollar amounts alongside percentages before calling a shift in mix progress.

## Check that every revenue stream is counted

When a new stream appears, include it in total revenue before comparing shares. If events add $20,000 to a quarter with $80,000 from advertising and subscriptions, calculate each share against the full $100,000. For a comparison limited to advertising and subscriptions, label that narrower total and use it in both quarters.

[Publisher revenue mix calculator](https://digitalpublishingnews.com/tools/publisher-revenue-mix/)

## Related terms

[ARPU](https://digitalpublishingnews.com/dictionary/arpu/)

[Cohort](https://digitalpublishingnews.com/dictionary/cohort/)

## Continue reading

[Future’s first-half 2026 results: revenue fell 8% and adjusted earnings fell 24%](https://digitalpublishingnews.com/articles/future-hy2026-comparable-results/): It compares Future’s reported business lines across comparable periods.

## Sources

https://futureplc.com/investor-relations/

https://futureplc.com/investor-relations/

Editorial method: https://digitalpublishingnews.com/how-we-use-ai/

Canonical: https://digitalpublishingnews.com/dictionary/revenue-mix/