Is the Arab audience willing to pay for online news? Predictors of their paying intent

Abstract

Recently several newspapers considered paid content strategies to substitute advertising and government subsidy. This study examines to what extent Arab audiences are willing to support these strategies, and what factors influence their willingness to pay (WTP) for online news, using a survey of 530 adults. The study found most of the public is not willing to pay for online newspapers, but are willing to pay for entertainment services. Most of them are not subscribing to printed or online newspapers. They do not have a real intent to help the newspapers in their digital transformation. Most of the public did not experience the paywall yet. Age and income influence the likelihood of paying for online news and to a lesser extent, gender and education. Age and income were predictors for WTP for entertainment services. Age and education were predictors for using online sources.