LinkedIn is the world’s largest professional networking platform, with over 800 million members as of 2022. While having a basic LinkedIn account is free, the platform offers several paid subscription options that unlock additional features and benefits. Two of the main paid subscription products offered by LinkedIn are LinkedIn Premium and LinkedIn Sales Navigator.
LinkedIn Premium Subscribers
LinkedIn Premium is LinkedIn’s flagship subscription offering. Premium provides members with features like knowing who’s viewed their profile, expanded search filters, unlimited InMail messages, and unlimited access to full profiles of members outside their network. As of September 2022, LinkedIn reported having 30 million Premium subscribers globally.
This represents steady growth, as LinkedIn noted they reached 21 million Premium subscribers in February 2020 and 28 million by October 2021. The service costs $29.99 per month for an individual monthly plan or $239.88 per year for an annual individual plan. Premium is LinkedIn’s biggest revenue driver, generating over $1 billion in revenue in 2021.
Premium Subscriber Demographics
LinkedIn has not provided detailed demographics on who their Premium subscribers are. However, their marketing and messaging suggests their target Premium audience is career-driven professionals who want additional insights and connections to further their career. Some key stats on Premium members:
- 64% of Premium members earn over $75,000 per year
- 40% hold management positions
- 38% work at companies with over 500 employees
Premium appears positioned to appeal to those who actively leverage LinkedIn for networking, job seeking, recruiting, and career development. The features that show who has viewed your profile and give more insights on other members are valuable for active networkers.
Geographic Breakdown
LinkedIn also has not provided a geographic breakdown of where its Premium subscribers are located. However, it has shared that the Asia-Pacific (APAC) region is its fastest growing Premium market. Some other key regional insights:
- The U.S. is likely LinkedIn’s largest Premium subscriber base given its headquarters and huge U.S. membership (over 177 million).
- Europe is likely the second biggest market, with over 101 million members in Europe.
- APAC is seeing rapid growth due to growing professional workforces in countries like India, China, Southeast Asia.
In summary, while no precise geographic data is available, Premium subscribers likely correlate strongly to LinkedIn’s largest member bases in North America, Europe, and growing quickly in APAC.
LinkedIn Sales Navigator Subscribers
In addition to Premium, LinkedIn offers Sales Navigator as a subscription service tailored specifically for sales professionals. Sales Navigator provides features like advanced search filters, lead recommendations, TeamLink collaboration tools, and customized sales statistics and insights.
As of September 2022, LinkedIn reports having over 1 million Sales Navigator subscribers. Key facts on Sales Navigator members:
- Over 50% of Fortune 500 companies have Sales Navigator teams.
- Toyota, HP, and Oracle are among the top-subscribed companies.
- Small and mid-size businesses are Sales Navigator’s fastest growing segment.
Pricing starts at $64.99 per month for an individual monthly plan or $779.88 per year. Enterprise plans are also available for larger teams. Sales Navigator is LinkedIn’s second largest revenue stream behind Premium.
Sales Navigator Subscriber Demographics
Given the sales focus of this product, Sales Navigator subscribers unsurprisingly tend to be sales professionals, account executives, business development reps, recruiters, and marketing professionals. Some key facts on Sales Navigator members:
- 80% are sales professionals
- 75% are in B2B companies
- 23% work at companies with over 10,000 employees
Sales Navigator seems to primarily target B2B sales teams looking for tools to identify new prospects and accounts. The focus on sales roles and Fortune 500 companies underscores this positioning.
Geographic Breakdown
While no official regional breakdown is provided, Sales Navigator is likely highly concentrated in North America where most Fortune 500 companies are headquartered. Europe is likely the second biggest market given the high density of multinational corporations.
However, Sales Navigator may see higher relative growth rates in regions like Latin America, Asia, and the Middle East as more companies in these markets invest in sales tools and infrastructure.
Conclusion
In summary, LinkedIn currently has around 30 million Premium subscribers and over 1 million Sales Navigator subscribers as of September 2022. Premium caters to career-focused professionals who want more insights and connections, while Sales Navigator serves B2B sales teams primarily in North America and Europe.
Both products have seen steady growth over the past few years, underscoring the value professionals see in LinkedIn’s paid offerings. Premium and Sales Navigator represent the company’s two largest revenue streams and will likely continue driving growth as LinkedIn expands its global member base.
