Date of Award

2025

Degree Type

Thesis

Degree Name

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First Advisor

Joyce Omwoha,

Second Advisor

Misiani Mwencha

Department

Graduate School of Media and Communications

Abstract

The transformation in the media industry from traditional platforms of TV, radio and print to digital media platforms had necessitated a shift in business models. Traditionally, media organizations depended on circulation and advertising to generate revenues and fund their journalism, however, the revenues from these models have been dwindling, leading to massive layoffs and company closures. Many media organizations are now adopting the subscription model as a possible revenue earner, but this move has been difficult to implement. The main challenge facing the news subscription business model is that audiences have become used to free news content on the internet and view it as a public good, like government services such as infrastructure. This has made transitioning online users to paying audiences difficult. The pricing model is yet another challenge because users want to feel that they are deriving sufficient value for their money. Despite these challenges, some media companies have managed to implement the subscription model with considerable success and now serve as an example on how to successfully earn sustainable revenues from news subscriptions. This study explored the individual determinants of subscription in Kenya, with a particular focus on the Nation Media Group. The goal of the study was to determine the reasons users choose to subscribe to premium content and to ascertain whether they feel they achieved value for their money. The study also investigated the gratifications subscribers obtained from their subscriptions. The findings of this study indicated that users placed a high value on quality content which was defined as well-researched, error-free, exclusive, and in-depth articles. This study also found that users value a platform that is easy to use and content that is well organized and varied to cater to different interests. The findings of this study provide a lens through which to view the factors that subscribers value in their subscription service and could help media managers to structure their subscription offerings to incorporate the desired features and content.

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