67% Indian News Subscribers Prioritise 'Reliable Content': Report

Google, in partnership with Kantar unveiled their latest research report - The Indian News Consumer: Willingness to Pay and Key Drivers'. The study sheds light on what drives online news subscriptions in India and highlights emerging models that could transform the digital news landscape.

As newsrooms experiment with various formats, revenue streams and content types, this study includes data from over 2,000 respondents across nine languages. It aims to equip publishers with actionable insights to navigate the complex digital terrain and capitalise on reader revenue opportunities.

Biswapriya Bhattacharjee, Director - B2B & Technology, Kantar said, "Indian digital news consumers increasingly crave immersive, more relevant news consumption experiences, creating a prime opportunity for premium offerings. However, the price-sensitive nature of the market necessitates a diversified revenue strategy. What also comes out strongly is that in order to expand the user base, a meaningfully different and well-communicated value proposition is essential.”

The study reveals that quality, flexibility and convenience are core to winning Indian news subscribers. 67 per cent of current subscribers cite 'reliable content' as the primary reason for their subscription. 39 per cent of non-subscribers are deterred by an overwhelming number of plans and prices, 35 per cent are limited by budget constraints and 33 per cent are frustrated by a lack of flexible payment and cancellation options.

The report highlights that 'news in the preferred language' is highly valued across various language groups - 67 per cent for Hindi, 75 per cent for Bengali, 63 per cent for Tamil and 79 per cent for Gujarati.

Durga Raghunath, Head of India News Partnerships, Google India said, “The Indian digital news market is experiencing dynamic growth, driven by increasing internet penetration and an expanding ecosystem of local language publishers. Understanding the nuances of reader revenue models is crucial for the sustainability and growth of digital news. As part of our on-going efforts to support the news ecosystem, this research provides valuable insights into reader preferences and behaviours, empowering publishers to make informed decisions about their monetisation strategies and build stronger connections with their audiences." 

The study outlines key strategies for news publishers to boost reader revenue.

• Firstly, marketing a clear value proposition is essential. Publishers should highlight the unique aspects of their content, such as in-depth reporting and specialised coverage, to bridge the gap between subscription offerings and audience perceptions.
• Simplifying and streamlining subscriptions is also crucial. Publishers should adopt transparent pricing models, offer easy cancellation policies, and provide free trials to build trust and encourage more conversions.
• Diversifying revenue streams can enhance financial stability. Experimenting with models like micro-transactions, first-party data sharing, and ad-supported options can cater to different preferences. A hybrid approach that combines a modest subscription fee with limited ads can balance affordability and ad-free experiences.
• Offering flexibility and control is important for user satisfaction. Flexible payment options, such as shorter billing cycles and customisable plans, alongside features like article saving and content filtering, can improve the user experience.
• Lastly, elevating the Indic language experience is necessary for better engagement. Publishers should focus on creating a seamless experience for Indic language users by investing in intuitive interface design and easy language-switching functionality.

The study highlights emerging models such as micro-payments and ad-lite experiences as alternatives to traditional subscription models. These approaches cater to the diverse preferences of Indian readers and offer flexible ways to monetise content.

Kannada and Tamil speakers are relatively more receptive to subscriptions and are open to micro-transactions and sharing first-party data. In contrast, Bengali and Malayalam speakers show a greater inclination towards first-party data sharing, providing publishers with a range of revenue models to explore.