Quality, flexibility, and convenience core to winning Indian news subscribers: Google and Kantar study

At a time when newsrooms are experimenting with different combinations of formats, revenue streams, and content types, a study by Google in partnership with Kantar, shines a light on the levers that drive online news subscription and how these vary across languages.

The research report titled, ‘The Indian news consumer: Willingness to pay and key drivers’ incorporates qualitative and quantitative data from over 2000 respondents and nine languages. The insights aim to equip publishers with the knowledge to navigate the digital landscape, capitalise on reader revenue opportunities, and foster sustainable growth, particularly in local language markets.

Shedding more light on the findings of the research that was launched at the third edition of the Google News Summit, Biswapriya Bhattacharjee, director—B2B and technology at Kantar, said that 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,” he said.

Cracking India's reader revenue puzzle

Users, while recognising the value of quality journalism, are overwhelmingly driven by convenience and deterred by cost and a lack of clarity regarding the value proposition of paid subscriptions. 67% of current subscribers in the study cited "reliable content" as a primary factor in their decision to subscribe.

Among those who haven't subscribed, the top three barriers cited are "overwhelmed by too many plans/prices" (39%), "limited budget" (35%), and "lack of flexible payment/cancellation options" (33%). This contrast underscores the need for publishers to clearly articulate the value proposition behind each while addressing pricing and flexibility concerns.

Once again, user preferences vary interestingly by language. The study consistently reveals that "news in the preferred language" is a highly valued content element across various language groups, including Hindi (67%), Bengali (75%), Tamil (63%), and Gujarati (79%). 

While subscription and other revenue models have varying appeal, the overall willingness to pay for digital news content, whether through subscriptions or other models, is comparable between local language and English language news consumers in India.

Both Kannada and Tamil speakers are relatively more receptive to subscriptions. They are also open to sharing first party data and micro-transactions in form of either pay per content or mini access pass. In contrast, first party data is likely to be the way to unlock value with Bengali and Malayalam speakers. This diversity provides publishers with a wider range of revenue models to explore.

Durga Raghunath, head of India news partnerships at Google India, said that 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," she added. 

Marketing a clear value proposition

Publishers need to bridge the gap between subscription offerings and audience understanding of the key value proposition. This can be achieved by highlighting the unique value of content, emphasising features like in-depth reporting and specialised coverage not available for free.

To simplify and streamline subscription models, they could prioritise transparent pricing, simplification, and flexibility. Offering clear pricing, easy cancellation, and sufficient free trials can build trust, demonstrate value and drive conversions.

Since one size doesn't fit all, they can experiment with micro-transactions, first-party data sharing, and ad-supported models alongside subscriptions. While users value ad-free experiences, affordability is an important consideration. They can consider a hybrid model offering a small subscription fee with limited ads or invest in robust newsletters to cultivate a loyal audience and provide additional value.

Users can be empowered with flexible payment options like shorter billing cycles and customisable plans. While free trials attract new subscribers, a focus on long-term value through bundled plans can ensure retention.  

While barriers to paid subscriptions exist, so do substantial opportunities. By prioritising a clear value proposition, user-centric approach to design and functionality, payment flexibility, and tailored strategies based on language demographics, news publishers can enhance user confidence, increase willingness to subscribe, and drive growth in the evolving digital landscape.