Civic duty, journalistic quality as drivers of paying for online news amid abundant free content

Amid declining advertising revenue, legacy media in Indonesia – and globally – have turned to charging for online news access. While previous studies question the viability of this model, some outlets have successfully grown both readership and revenue. However, why people pay for news despite free alternatives remains unclear. This qualitative study explores the motivations behind Indonesians’ willingness to pay for online news through interviews with eighteen subscribers: six from Kompas.id, five from Tempo.co and seven members of ProjectMultatuli.org. Using thematic analysis within the uses and gratifications framework, the study identifies three categories of drivers: consumer-based, product-based and economic. Key findings include a sense of civic duty to support independent media and the perceived journalistic and societal value of paid news. Other factors include news habits, content quality, ease of use, extra benefits and affordable pricing. These insights deepen our understanding of digital news consumption and inform strategies for sustainable journalism.