Date of Award
2025
Document Type
Thesis
Degree Name
Master of Arts in Digital Journalism (MADJ)
First Supervisor/Advisor
Esther Muthoni Kingori
Department
Graduate School of Media and Communications
Abstract
Media mainstreams play a significant role in the contemporary media landscape in the provision of free content to high number audiences. This study investigates how media organization grow audiences through the free subscription model while using the Kenya Report news website. The study is guided by three objectives 1). To examine the audience’s perception of digital content on the free subscription model in the Kenyan Report News Website. 2) To examine subscribers' experiences with the free subscription model for the Kenyan Report News Website. 3) To examine strategies employed by the Kenyan Report News Website to grow subscribers. The study was grounded on The Uses and Gratification Theory (UGT) and Reception Theory. The UGT examined the motivation of audiences in seeking free, diverse, and accessible content, while the Reception Theory tested how diverse audiences interpret and interact with digital media offerings. The study employed a mixed-methods approach, the study targeted 112,000 free online subscribers for the Kenya report. Using Krejcie and Morgan (1970), a sample size of 158 subscribers was obtained and randomly selected. Data was collected using online questionnaires and interviews. The study revealed that the free subscription model appeals to a broad audience by offering cost-free access to news, politics, and entertainment. However, barriers such as suboptimal content quality, intrusive advertisements, and technical challenges hinder user satisfaction and retention. Younger users gravitated toward entertainment, while older users prioritized news, reflecting varied content preferences. Recommendations include enhancing content, reducing advertisement intrusiveness, and introduction of paywall
Recommended Citation
Charity Nyambura. (2025). Growing audiences through the free subscription model (Unpublished thesis). Nairobi: Aga Khan University - Graduate School of Media and Communications.
