Consumers’ Paying Intent for Public Service Media in Spain: The Effect of RTVE Service Quality, Citizens’ Expenditure, and the Moderating Role of Age

ABSTRACT Due to significant transformations in citizens’ news consumption habits and the arrival of on-demand multi-platform services, today’s public service media (PSM) face substantial challenges to endure their core public principles. Moreover, PSMs’ need and legitimacy are being questioned from both a liberal and a populist standpoint, opening up discussions about its sustainability. However, little academic attention has been paid to citizens’ paying intent in the context of PSM. To mend this gap in the literature, this study examines expenditure on news and entertainment services and Spain’s public television (RTVE) service quality as two potential direct predictors of paying intent for public service media, as well as the moderating role of citizens’ age. Findings indicate that higher expenditure on news and entertainment services is associated with lower paying intent for public service media, while higher perceptions of RTVE service quality positively influence paying intent. Finally, challenging prior literature, our findings revealed that the younger generations are the most likely to economically support PSM at all levels of RTVE service quality. This study emphasizes the need for PSMs to reinforce their quality offer and uniqueness and theorizes about different ways to achieve this goal in today’s multi-platform environment.