Perspectives of paywall from the point of view of the young generation

Abstract

A paid media subscription to journalistic content or paywall has a serious potential in terms of increasing the income of periodicals. Its appearance in the early 2010s was a logical continuation of the digitalization of society and the changing economy of the media. In the USA and European countries, about 70% of periodicals with websites use paywall. In Russia, such examples are rare, and there is no tendency to increase. In order to determine the prospects for the development of paywall in Russia, 200 boys and girls aged 16 to 22 were interviewed, who expressed their attitude to a paid subscription to journalistic content, and also outlined the reasons that would encourage them to pay for such a subscription. Respondents of this age were not chosen by chance. Their growing up took place during a period of growing demand for paid subscriptions from online cinemas, music services and other resources. Presumably, this could affect their attitude to such services. The conducted research has shown that the respondents' attitude to a paid media subscription to journalistic content is rather negative. Among the reasons that prompted the respondents to consider the possibility of using the paywall were announced: exclusive and truthful materials, live broadcasts and reports in real time, useful data in study/work, a loyalty program in the form of points from partners, as well as a user-friendly interface.