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2018 | OriginalPaper | Buchkapitel

Willingness to Pay for Public Service Media

verfasst von : Markus Grammel, Johann Gründl

Erschienen in: Der öffentliche (Mehr-)Wert von Medien

Verlag: Springer Fachmedien Wiesbaden

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Abstract

This empirical paper examines the issue of willingness to pay (WTP) for public service media (PSM) in Austria and neighboring Germany. It tests the hypothesis that people are more willing to pay for PSM if their awareness for the existence of PSM’s online services is raised. A non-representative quantitative online survey (N = 1657) including an experiment was conducted in June and July 2016 in both countries. No supporting evidence was found; the results suggest that online services do not play an important role in predicting WTP. Apart from that, multiple predictors for WTP in line with existing research and streaming services as points of reference for people’s valuation of PSM are discussed.

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The project “Public Value goes international” (2014–2016) brought together PSM researchers from Austria, Belgium, Finland and Germany to collaborate on audience- and content-related issues in several European countries. It received funding by Vienna Municipal Department 23 for Economic Affairs, Labour and Statistics (MA23); further information: www.journalismusdreinull.at/en.

Acknowledgements to Hardy Gundlach and Martin Gennis from HAW who offered great support in recruiting German participants for the online survey.

The full set of questions used in the online survey is available from the authors upon request.

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Titel: Willingness to Pay for Public Service Media
verfasst von: Markus Grammel
Johann Gründl
Verlag: Springer Fachmedien Wiesbaden
Buch: Der öffentliche (Mehr-)Wert von Medien
Print ISBN: 978-3-658-20497-6

Electronic ISBN: 978-3-658-20498-3

Copyright-Jahr: 2018
DOI: https://doi.org/10.1007/978-3-658-20498-3_8