It turns out that ‘the generation that won’t spend’ has actually grown up and is spending. On digital content
About a year ago, I discovered a story on a website I had never heard of. It kept me on the edge of my seat even more than the first season of Stranger Things. It took me more than an hour to read it – I did it on my phone and I didn’t mind scrolling several times to find out more about a Facebook impostor and the havoc he had wreaked in the lives of a Mumbai-based couple. The platform I read it on, The Ken, produces original, long-form, and extremely well-researched stories on technology, business, science and healthcare in India – subjects I wouldn’t normally be interested in. But when the Bengaluru-based digital news publisher went from a model that gave you these stories to read for free to one that required you to sign up and pay for the same – I found myself paying ₹2,750 for a one-year subscription. When my father learnt about it, he expressed surprise at the fact that I was willing to pay a four-digit number to read news features, something for which he has paid marginal amounts through his life. And that got me thinking – are folks my age (I’m 30) increasingly paying for quality digital content? Instead of watching free but terrible quality pirated content, and being satiated with peanut-costing but possibly compromised digital content?
VOX POP
Denne historien er fra January 2018-utgaven av Grazia.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent ? Logg på
Denne historien er fra January 2018-utgaven av Grazia.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
Cultural Renaissance
With a vision to bridge Jaipur's artistic legacy and the global contemporary art world, HH Maharaja Sawai Padmanabh Singh and Noelle Kadar launch the Jaipur Centre for Art
LOVE, LOSS, AND LESSONS LEARNED
In conversation with Durjoy Datta, as he reflects on the emotional toll of writing intense stories, his journey as an author, and how his latest book revisits themes of love, second chances, and loss
All Eyes On THIS
Meet the newest standout brands on Grazia's beauty desk
Is Restocking Our Fridges A New Form Of Self-Care?
All the reasons why #restocking may not be as calming as it seems
SAVOUR THE TASTE OF SOUTHEAST ASIA
In the heart of our capital lies an extraordinary dining experience, unlike any other
ESCAPE THE ORDINARY
Luxury stays are now an essential part of our lives.
CHEFS ON THE LOOSE
Here's How Pop-Ups, Takeovers, and Workshops Are Heating Up the Indian Culinary Scene
NOT SO HIDDEN
What's making everyone wear acne patches, from transparent ones to colourful with bold designs, in public spaces?
RAISING THE BAR
With medi-facials on the rise, we're setting new benchmarks of our expectations from these treatments, and they're delivering
WHAT WORLD ARE WE LEAVING BEHIND FOR HER?
Despite stronger laws, crimes against women continue to rise in India. The International Day of the Girl Child is not one for celebration, but instead, one for igniting concern, awakening, and reformation