67% of Subscribers Value Reliable News Content: Google and Kantar Report

A recent report by Google and Kantar reveals that 67% of news subscribers view reliable content as crucial. While recognizing the value of quality journalism, users are driven by convenience and deterred by cost. The study underscores the importance of clear value propositions to tackle pricing and flexibility concerns.

A recent report by Google and Kantar has revealed that 67 per cent of news subscribers consider 'reliable content' as the foremost factor in their decision to subscribe. While users acknowledge the value of quality journalism, they are predominantly driven by convenience and often deterred by cost and unclear value propositions of paid subscriptions.

The report, titled 'The Indian News Consumer: Willingness to Pay and Key Drivers', highlights that 39 per cent of non-subscribers feel overwhelmed by the numerous plans and prices available. Furthermore, 35 per cent cited limited budget as a constraint, and 33 per cent pointed to the lack of flexible payment and cancellation options as a barrier.

The study, involving over 2,000 respondents across nine languages, also sheds light on language preferences, indicating that local language news holds significant value for subscribers. This insight is particularly relevant as newsrooms experiment with various formats and revenue models to boost subscription rates.