B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
15%
15% -- consumers willing to pay for news for US news consumers (2025)
A Medill survey indicated that only 15% of consumers are willing to pay for news.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
15%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Medill (Northwestern University)
Primary
Tier B
https://www.adworldnews.com/news/creative-production-gap-in-local-media ↗
Source Article
Local Media Find Digital Lifeline in Video in a Race to Replace Core Revenue with Modern Creative Ad Stacks
Local Media Find Digital Lifeline in Video in a Race to Replace Core Revenue with Modern Creative Ad Stacks
Local media publishers report growing digital ad revenue from video and CTV, while traditional over-the-air TV advertising is in decline.
Make Ad World News one of your go-to sources on Google…
Original Research
Medill (Northwestern University)
· Original study ↗
Methodology
Medill survey, cited by Local Media Consortium survey coverage
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
US news consumers: 15% consumers willing to pay for news. Source: Medill (Northwestern University) (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/consumers-willing-to-pay-for-news-15
HTML Embed
<blockquote cite="https://lighthousedata.io/data/consumers-willing-to-pay-for-news-15" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>15%</strong> -- consumers willing to pay for news for US news consumers<br><small>Source: Medill (Northwestern University) (2025) · <a href="https://lighthousedata.io/data/consumers-willing-to-pay-for-news-15" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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