PM Paywall Design
(2026 Edition)
Which paywall to use depends on the goal: hard paywalls gate everything for high-intent-only audiences, metered paywalls (the NYT model) allow a fixed number of free items, soft paywalls keep some content open while gating premium value, and freemium tiers pair a forever-free layer with paid features — the general rule is to show value before charging, since soft-paywall A/B tests outperform hard-paywall changes.
By Naman Goyal · Product manager · Builder of PM Streak · Updated July 3, 2026
4 paywall types and 4 tips for high-converting paywalls.
Build Paywall PM Skills — Free →4 Types
Hard paywall
All content gated. High intent only. Lower top-of-funnel.
Metered paywall
Free up to N items. NYT classic. Predictable conversion.
Soft paywall
Some content free, premium gated. Best for value-prove.
Freemium tier
Forever-free + paid features. SaaS-friendly.
4 Tips
Show value before asking for money
Pricing legible — annual vs monthly clear
Trial vs free tier — match to time-to-value
Soft-paywall A/B tests outperform hard-paywall changes
FAQ
Hard or soft paywall for content products?
Soft, almost always. Hard paywalls cap top-of-funnel and starve discovery. Metered (NYT-style) and freemium-with-premium models grow audience and conversion together. Hard paywalls work only for ultra-niche, high-intent audiences (academic journals, certain B2B research).
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