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Young readers trust quality news and a good proportion are prepared to pay €6 for a monthly digital subscription
WAN-IFRA’s Elizabeth Benítez asked participants between 18-34 years old from Europe, the United States and Mexico about their digital news preferences and how much they would theoretically pay for a subscription.
One in four say they are willing to pay for a subscription to a digital news product, and nearly half said they would consider paying for it when their income level increased. That’s a key point which often gets left out in the doom-and-gloom reporting about the state of news consumption in the under-35’s; it’s not that they’d never pay for news or magazines, but more that they don’t yet have the disposable income to be able to put towards it. This is a generation which has had its love of avocados blamed for not being able to afford housing, after all.
Also worth noting is the price they would be willing to pay: €6 a month, which is 50% less than the average news subscription price across the surveyed countries. Cost is a perception which is unlikely to change regardless of their income, as it is directly pitched against the monthly price of Netflix and Spotify. The cost of news will have to be weighed against unlimited films and music…
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