2 out of 3 Hindi speakers now prioritise news in their preferred language: Google study

New Delhi, Aug 6: As Indian digital news consumers increasingly crave immersive, more relevant news consumption experiences, two out of three Hindi-speaking people now prioritise news in their preferred language, a Google-led study showed on Tuesday.

The Google-Kantar study revealed that "news in the preferred language" is a highly valued content element across various language groups, including Hindi (67 percent), Bengali (75 percent), Tamil (63 percent) and Gujarati (79 percent).

About 67 percent of current news subscribers in the study cited "reliable content" as a primary factor in their decision to subscribe.

Among those who have not subscribed, the top three barriers cited are "overwhelmed by too many plans and prices" (39 percent), "limited budget" (35 percent), and "lack of flexible payment/cancellation options" (33 percent).

The study noted that this contrast underscores the need for publishers to clearly articulate the value proposition behind each while addressing pricing and flexibility concerns

"The price-sensitive nature of the market necessitates a diversified revenue strategy. What also comes out strongly is that to expand the user base, a meaningfully different and well-communicated value proposition is essential," said Biswapriya Bhattacharjee, Director - B2B & Technology, Kantar.

According to the study, users, while recognising the value of quality journalism, are overwhelmingly driven by convenience, and deterred by cost and a lack of clarity regarding the value proposition of paid subscriptions.

Durga Raghunath, Head of India News Partnerships, Google India, said that understanding the nuances of reader revenue models is crucial for the sustainability and growth of digital news.

"As part of our ongoing efforts to support the news ecosystem, this research provides valuable insights into reader preferences and behaviours, empowering publishers to make informed decisions about their monetisation strategies and build stronger connections with their audiences," she said.