{"id":23428,"date":"2026-08-27T12:56:25","date_gmt":"2026-08-27T10:56:25","guid":{"rendered":"https:\/\/nordmedianetwork.org\/?post_type=news&#038;p=23428"},"modified":"2026-08-27T13:26:45","modified_gmt":"2026-08-27T11:26:45","slug":"young-danes-are-now-the-most-willing-to-pay-for-news-new-report-from-roskilde-university-shows","status":"publish","type":"news","link":"https:\/\/nordmedianetwork.org\/fr\/latest\/news\/young-danes-are-now-the-most-willing-to-pay-for-news-new-report-from-roskilde-university-shows\/","title":{"rendered":"Young Danes Are Now the Most Willing to Pay for News, New Report from Roskilde University Shows"},"content":{"rendered":"\n<p class=\"has-l-font-size wp-block-paragraph\">Young Danes aged 18\u201324 are now the age group most willing to pay for news, according to a new report. They have overtaken older age groups aged 55 and above, who have traditionally shown the highest willingness to pay for news.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Internationally, people aged 18\u201324 are considered one of the most difficult audiences for traditional news media to reach. Instead, this age group tends to turn to social media and news influencers for information. Both trends can also be observed in Denmark. At the same time, however, 18\u201324-year-olds have the highest willingness to pay for news of any age group. This is one of the findings of the annual report&nbsp;<em><a href=\"https:\/\/zenodo.org\/records\/21700841\">Danes\u2019 Use of News Media 2026<\/a><\/em>, published by Roskilde University.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The proportion of Danes who pay for news remains stable at 20 per cent in 2026. However, the distribution of willingness to pay across age groups has changed in recent years, with younger audiences gradually catching up with and overtaking older generations.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In 2026, the report shows that 26 per cent of 18\u201324-year-olds pay for a news service, typically through a subscription to a specialised news service or a traditional news outlet. The second-highest proportion is found among 55\u201364-year-olds, at 23 per cent, while 21 per cent of those aged 65 and over pay for news. Willingness to pay is lower among those aged 35\u201354.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab\u00a0This year\u2019s Danish report shows a shift in willingness to pay across generations. Historically, older audiences were the ones most likely to pay for a news subscription. The latest figures indicate that willingness to pay is now highest among the youngest audience. This is a development we have been able to trace in recent years, as willingness to pay among this age group has steadily increased\u201d, says\u00a0Professor\u00a0Kim Schr\u00f8der, who leads the annual Danish analysis of\u00a0Danes\u2019 Use of News Media.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">He conducts the annual analysis together with Professor&nbsp;Mark Blach-\u00d8rsten&nbsp;and Associate Professor&nbsp;Mads K\u00e6msgaard Eberholst.<\/p>\n\n\n\n<p class=\"has-l-font-size wp-block-paragraph\"><strong>Half of Danes Believe Public Service News Media Create Value for Society<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Public service news media play a prominent role in the Danish media system. They reach the majority of Danes and enjoy high levels of trust across the population. This year\u2019s report takes a closer look at public service media by asking Danes whether they believe these media have a positive or negative impact on society.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Overall, 51 per cent of Danes believe that public service media benefit society as a whole, while 31 per cent believe they have neither a positive nor a negative impact at the societal level. 11 per cent believe they have a negative impact, while 6 per cent answered \u201cDon\u2019t know\u201d.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab\u00a0Danes who believe that public service media have a positive impact on society point to their provision of trustworthy news that supports democracy and informed citizenship. Those with a negative view of public service media, on the other hand, point to political influence and an excessive focus on particular issues and audiences\u201d, says Blach-\u00d8rsten.<\/p>\n\n\n\n<p class=\"has-l-font-size wp-block-paragraph\"><strong>Growing Concern about Misinformation among Danes<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Although Danes across all age groups frequently use social media to access news, trust in these platforms is comparatively low. Only 12 per cent of Danes say they trust social media as a source of news. This may be linked to people\u2019s experience of encountering misinformation on social media platforms.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This year\u2019s report shows that concern about fake news online has increased by 6 percentage points, from 43 per cent in 2025 to 49 per cent in 2026.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab\u00a0The growing concern about fake news is not unique to Denmark. It can also be seen in all the other countries included in our comparison, including the other Nordic countries. The concern is therefore widespread and is likely driven by several factors. First, there is growing awareness of misinformation and fake news in many countries. Second, research shows that fake news often increases in connection with international conflicts. With the number of such conflicts currently increasing, it is perhaps unsurprising that concern about fake news is also growing\u201d, underlines K\u00e6msgaard Eberholst.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">* The article was originally published in Danish on the website of RUC University and translated into English.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Picture: Mads Folmer. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"Young Danes aged 18\u201324 are now the age group most willing to pay for news, according to a new report. 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