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6 in 10 willing to pay for online content

Survey shows majority willing to pay for online content

Six in ten in the UK are willing to pay for online content with 10% saying they would pay to read online news articles, according to a YouGov survey commissioned by online payment tech firm Stripe and presented in

5% of 18 to 24 year old would pay for news while 11% in the same age goup said they would pay for podcasts. 12% of 25 to 34 year old would be willing to pay for content whether via subscriptions or one-off payments.

The survey of 2 066 adults found that the split was distinct between social classes, with 13% of middle class saying they would pay compared to working classes on 5%.

47% would pay for movies and TV shows, 33% for music while 39% said they would not pay for anything.


Ellen Moeller, head of EMEA partnerships at Stripe told Press Gazette it was promising that although Gen Z (young adult) consumers were the least likely to pay for online news, 25 to 34-year-olds were the most likely.

“That’s the group that’s probably making money themselves in their own right, they have more disposable income”.

“It would be a different story if you saw it was just the 60-pluses who were willing to pay but actually we’re seeing quite young generations willing to, so from our perspective we expect to see that continue to grow over time and as people graduate up and get more used to paying for content then it’s likely to spill over into more areas.”


49% in the survey said they read less online news than they would like because of the number of adverts they come up against. 54% of over-55s were negative to the ads compared to 42% for18 to 24-year-olds.

46% of poll respondents said they would prefer a single subscription that grants access to a number of news websites rather than having to take out several separate ones, compared to 38% who disliked the idea.

Those aged 18 to 24 were most positive to bundled subscription: 58% supported it compared to 40% of over-55s.

Over the next 12 months people said they were more likely to pay for online content from mainstream media brands (27%) than individual content creators and journalists (20%) who may be going it alone on platforms like Substack. But this trend was reversed for under-35s, a third of whom said they would rather pay individual creators.

Two-thirds of people said they had not consumed more paid-for online content of any kind during the pandemic than they did before.

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