Thread by @risj_oxford

Episode #3 of our podcast series on #DNR20 features @fedecherubini in conversation with @dragz, who explains how and why people are paying for news.

Listen here:
💜 Apple
podcasts.apple.com/gb/podcast/dig…
💚 Spotify
open.spotify.com/episode/2Gjwl7…

🧶 Findings in thread

2. The episode is based on this section, which takes a more detailed look at online news subscriptions through a separate online survey in three countries, where % of people paying for news is very different:

🇳🇴Norway (42%)
🇺🇸US (20%)
🇬🇧UK (7%)

📱Read digitalnewsreport.org/survey/2020/ho…

3. As this map shows,% varies a lot by country.

-In Norway, paying for online news is more widespread than in any other market in our survey.
-In the US, paying for online news is relatively common.
-In the UK, it is yet to take off.

4. Digital-only subscriptions to a single brand are the most common form of access for those paying for news in all three countries. Print-digital bundles have clearly proved successful in Norway, with 20% of online news users currently using them to access paid online news

5. Paid news aggregators are relatively popular in the US. However, at the moment these are far less common than subscriptions to single news brands and some publishers may find them unattractive as we've seen recently with @nytimes and Apple News + nytimes.com/2020/06/29/tec…

6. We see subscribers weighing up personal benefits, such as distinctive content, convenience, and value, with perceived benefits for society. Overall, the most important factor is the distinctiveness and quality of the content

7. Three interesting findings:

-More than a third of people who subscribe cite an affinity with a particular journalist as a reason to subscribe.
-52% of US subscribers say they want to fund good journalism
-Most subscribers say they'll still be paying this time next year

8. The scariest finding:

A substantial proportion of people in the US (40%) and the UK (50%) say nothing would persuade them to pay for news.

If you want to know more, listen to Episode #3 of our podcast series on #DNR20 featuring @fedecherubini in conversation with @dragz.

Here's how to listen:

💚 Spotify
open.spotify.com/episode/2Gjwl7…
💜 Apple
podcasts.apple.com/gb/podcast/dig…