2 out of 3 Hindi speakers now prioritise news in their preferred language: Google study

As Indian digital news consumers increasingly crave immersive more relevant news consumption experiences two out of three Hindispeaking people now prioritise news in their preferred language a Googleled study showed on TuesdayThe GoogleKantar study revealed that news in the preferred language is a highly valued content element across various language groups including Hindi 67 per cent Bengali 75 per cent Tamil 63 per cent and Gujarati 79 per centAbout 67 per cent of current news subscribers in the study cited reliable content as a primary factor in their decision to subscribeAmong those who have not subscribed the top three barriers cited are overwhelmed by too many plansprices 39 per cent limited budget 35 per cent and lack of flexible paymentcancellation options 33 per centThe study noted that this contrast underscores the need for publishers to clearly articulate the value proposition behind each while addressing pricing and flexibility concernsThe pricesensitive nature of the market necessitates a diversified revenue strategy What also comes out strongly is that in order to expand the user base a meaningfully different and wellcommunicated value proposition is essential said Biswapriya Bhattacharjee Director B2B ampamp Technology KantarAccording to the study users while recognising the value of quality journalism are overwhelmingly driven by convenience and deterred by cost and a lack of clarity regarding the value proposition of paid subscriptionsDurga Raghunath Head of India News Partnerships Google India said that understanding the nuances of reader revenue models is crucial for the sustainability and growth of digital newsAs part of our ongoing efforts to support the news ecosystem this research provides valuable insights into reader preferences and behaviours empowering publishers to make informed decisions about their monetisation strategies and build stronger connections with their audiences she addedAccording to the findings the willingness to pay for digital news content whether through subscriptions or other models is comparable between local language and English language news consumers in IndiaBoth Kannada and Tamil speakers are relatively more receptive to subscriptions They are also open to sharing first party data and microtransactions in form of either pay per content or mini access pass the report addedAlso read Discover Mumbai Unique walks unveil the citys hidden stories and factsThis story has been sourced from a third party syndicated feed agencies Midday accepts no responsibility or liability for its dependability trustworthiness reliability and data of the text Midday managementmiddaycom reserves the sole right to alter delete or remove without notice the content in its absolute discretion for any reason whatsoever