A Comscore report says most respondents don’t pay for news in both the U.K. and the U.S., The Drum reported.
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. don’t.
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.