‘Unlimited’ content is not an appealing prospect for most audiences

Many publishers have billed “unlimited access” as a core feature of their paid subscription and membership products over the past few years. Now they’re waking up to the fact that it’s simply not an appealing prospect for the majority of their audiences, let alone one that’s deemed valuable enough to pay for. In a world of ubiquitous information, never-ending feeds and “peak news”, the last thing many audiences crave is “unlimited” access to anything. Increasingly the opposite is true: They’re gravitating towards products that promise to navigate the maelstrom on their behalf rather than tossing them in the middle of it. Many publishers are learning about this dynamic first-hand as they increasingly lean on audience research to help fuel their product de