This is the fifth installment in a series exploring consumer attitudes to publishers' digital subscription products, based on research conducted by Toolkits and NRG. New readers can sign up here to receive new data as it's published.
KEY FINDINGS
- 58% of digital publication readers say they look for ways to get around publishers’ paywalls without paying, down slightly from 63% in 2022.
- 68% say they avoid clicking links to websites they know use paywalls, down from 73% last year.
- Millennials and Gen Z are more likely than older consumers to avoid sites with paywalls and look for ways to get around them without paying.
Over half of digital publication readers say they regularly look for ways to access paywalled content without paying, and two-thirds say they avoid sites with paywalls entirely, according to new research by Toolkits and National Research Group.
In a study of 1,007 U.S. consumers who have subscribed to digital publications, 58% said they typically look for ways to get around publishers’ paywalls without paying when they encounter them, down slightly from 63% who reported doing so in August 2022.
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