900,000 people pay for the Guardian through subscriptions, memebership & donations

"The Guardian now gets more revenue from consumers than from advertising. More than 900,000 people pay it through a combination of membership, recurring contributions, print and digital subscriptions and one-off contributions, accounting for 12 percent of the publisher’s total revenue.
Speaking at the Digiday Publishing Summit Europe in Barcelona, Spain, this week, Anna Bateson, chief customer officer at The Guardian, said she sees that 12 percent figure rising to around 20 percent of the publisher’s total. Unlike advertising, which can be limited by market borders, donations have a more global scope — contributions come equally from the U.K., U.S. and the rest of the world. But the publisher has to overcome payment friction and learn more about what drives donations.
“It’s a revenue stream we can believe in,” Bateson said. “It can grow by improving the payment. There’s still too much friction, particularly on mobile and understanding local variations around how they want to give and the amount will yield future return.”"
Source:  Digiday, 18th October 2018