A Comscore report says most respondents don’t pay for news
in both the U.K. and the U.S.
The
Comscore report is titled “From Viral to Tribal.”
The report said 97 percent of U.S. Gen Xers don’t pay for news, while 77 percent
of millennials in the U.K.
The report
says people would agree to pay for material that had a special use, was
exclusive or had “premium” qualities, The Drum said.
The report
cited The Wall Street Journal, TheSkimm, The Information and The Athletic as
publications that had found a niche or place in the market, according to The
Drum.
The report
also talked about growth of The New York Times.“The publisher cited its
discounted introductory offer, the growth of its tertiary products such as its
exclusive cooking app and digital crosswords, as well as its blockbuster
content like the Kavanaugh hearings and ‘Anonymous’
as key drivers of this growth. So, while audiences say they won't pay for news,
clearly, if they receive value beyond just paying for the news, as The New York
Times has demonstrated, publishers can find success,” the report said.
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