It is well known that the pandemic has given a boost to online media use and digitization. 17% of Dutch people now pay for online news. This is an increase compared to 2019, but a stagnation compared to the corona year 2021. Users are increasingly opting for online subscriptions instead of paying for individual articles. Usually from one news brand.
There is no sign of subscription fatigue yet. Less than 10% expect to cancel their subscriptions. Additional subscriptions to, for example, a film and series (Netflix), sports (channels such as ESPN) or music services (Spotify) do not constitute an obstacle to subscribing to an online news service.
A clear trend among young people is the attention for journalistic content creators. 22% of 18-24 year olds get news from content creators, compared to just 7% of 55+. A trend that also partly explains the rise of ‘premium’ content, such as newsletters, videos or Instagram accounts from popular creators that you pay for.
The coming year will, however, be exciting in this regard. How will the current inflation and economic recession affect these numbers? For many consumers, cutting your subscriptions is one of the first austerity measures in leaner times.
What about our trust in news(brands)
Trusting news means that people believe that the news is reliable and credible. So it’s subjective. Yet research shows that if people find a news brand reliable, they also trust the news the brand brings. And trust in the news brands that the user chooses to follow is high in the Netherlands. Although a decrease is visible post-corona.
More than half (56%) of the Dutch Administration Directors Email Lists trust most of the news from news organizations and 64% of the self-selected news sources. However, there is a decline in confidence among young people.
While confidence in the news is generally declining, confidence in news brands remains stable. Trust is strongly related to perceived independence from governmental, political or commercial influences