This report uses survey data from 20 countries and qualitative research from the United Kingdom (UK), United States (US), and Germany to explore who is paying for news content online, which publications they pay for, how much they pay, and what motivations they have for subscribing or donating to news.
We focus, in particular, on how the cost-of-living crisis is impacting willingness to pay for online news, through talking to those who have cancelled their subscriptions over the last 12 months as well as those who have maintained subscriptions during this period. We also look at the prospects for attracting new subscribers amid this economic downturn and ask what approaches, if any,
might persuade these reluctant consumers to pay for online news in the future. Finally, we use insights from our research to explore ways in which the publishing industry could adapt current strategies around news payment.
Key findings:
- Across most of the 20 countries we analyse, payment for online news is levelling off, with high levels of cancellation strongly linked to the cost-of-living crisis.
- Low-price introductory offers are effective at attracting new subscribers but many struggle to see the value when it comes to renewal and paying the full sticker price.
- Long-term news subscribers tend to be male, older, richer, and better educated, with a strong interest in news and politics. Younger subscribers tend to pay less and are more likely to make donations than older groups.
- News subscribers are attracted by a combination of distinctive high-quality, curated, and exclusive content, identification with the brand, a desire to support quality journalism, and a higher-quality user experience.
- Around half of non-subscribers say that nothing could persuade them to pay for online news, but others could be attracted by a lower price, more relevant content, or less cluttered (ad-free) websites and apps.
- For some people the value of news subscriptions is partly conditioned by the amount and quality of free content (from both commercial and public service outlets) available in a market, as well as by the price and experience of entertainment services such as TV, sport, and music.
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