Date of Award

1-1-2025

Degree Type

Thesis

Degree Name

Master of Arts (MA) in Digital Journalism

First Advisor

Misani Mwencha

Second Advisor

David Aduda

Department

Graduate School of Media and Communications

Abstract

The changing media landscape in a digital era has compelled media organisations in Kenya to transition to subscription-based business model in efforts to stay afloat amid dwindling advertising revenues. While an upward trajectory of online readership has driven this shift, consumers have shown slow adoption to subscription models posing a challenge to financial viability of traditional media organisations. This study investigates the determinants influencing digital news subscriptions in Kenya, focusing on Nation Media Group's (NMG) platform, Nation.Africa. The research uses a mixed-methods approach to analyse perceived value, psychographic factors, and socioeconomic influences shaping consumer subscription behaviour. The findings reveal that quality of content, ease of access, trust, affordability, and interactive features significantly impact perceived value and subscription decisions. Psychographic factors, such as alignment with audience values, demand for in-depth analysis, and engagement features, also play a critical role. Furthermore, socioeconomic factors, including income and education, moderate subscription behaviours. Data collected from 398 respondents highlights the importance of tailored digital content, competitive pricing, and user-friendly platforms to enhance subscription rates. The study concludes by offering actionable insights for media organisations aiming to sustain high-quality journalism in a competitive digital landscape. These findings contribute to the wider discourse on media sustainability and digital transformation in the African context. Consequently, it offers relevant recommendations to media outlets interested in enhancing their stance in a becoming more digital and dynamic media environment.

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