2022 User Revenue Goals: Every Content Company Needs to Know This Pay-Per-Content provides users convenience, and an opportunity to content providers to keep the consumers within their universe, and convert window-shoppers into a paying customers -- with the prospect that the same paying users may become subscribers at some point

Team ConsCent

In the past few years, the world of commerce has undergone significant transformation. Today’s consumers are looking for more than just items. They are looking for services, experiences, personalization, and value-driven engagement. As a result, the terms of the day are direct-to-consumer (D2C) or customer-to-customer (C2C).

The scenario is similar in the world of content where search engines and social media account for more than 85 percent of discovery. Content platforms are shifting their attention away from adverts and toward revenue directly from consumers. Content, like everything else, is a commodity, and producers want consumers to pay for it.

But how do you do it in a scenario where brand loyalty is almost ‘nil’?

Subscriptions were the first to be introduced as a preferred mode of user revenue, having pros and cons as with any other model. Subscriptions work better for content firms because they get to lock in consumers for a lengthy period of time, and revenue is booked for products or services (i.e. content) that are generated and given to the consumers/subscribers over that later and long period, i.e. one year or more.

However, it is not a favoured strategy for consumers unless they are so passionate about a particular brand that they are willing to be locked in for an extended length of time. This is due to the fact that there is no guarantee that they will want the content given to them throughout the subscription tenure. Pre-paying for something uncertain is not appealing to today’s age, which values instant gratification.

Furthermore, how many content subscriptions can a consumer purchase? The quantum of variation between content platforms in the same space is pretty small. However, a customer may be eager to consume a certain piece of information from a specific platform at a specific time. Subscription isn’t an ideal option for just one piece of content.

The point being,

When a consumer’s attention is drawn to a piece of content, he is more likely to consume it. And it is when he is most likely to pay for it. His willingness to pay decreases with each passing second.

Pay-Per-Content provides users convenience, and an opportunity to content providers to keep the consumers within their universe, and convert window-shoppers into a paying customers — with the prospect that the same paying users may become subscribers at some point.

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Here’s some actual statistics that establishes the fact that Pay-Per-Content works in favour of content companies. One of India’s premier weekly magazines, which also happens to be a ConsCent partner, gets roughly 30 subscribers per week on average. ConsCent onboarded 4,992 customers in the first week of the same platform supporting Pay-Per-Content, powered by micro-pricing, by putting only 10 pieces of content behind a paywall for the week. A month later, the number of people onboarded every week via ConsCent with Pay-Per-Content model increased to 12,825.. These are the consumers who appreciate good content and are willing to pay for it if they get the option to select.

Now, how could a single content company make greater use of data from one-time payers?

That’s where ConsCent comes in. The same consumer might have consumed more content across other partner platforms – news, entertainment and OTTs – who are partners of ConsCent. ConsCent; which powers the same user across it partner universe, would naturally have a better understanding of that particular user and a partner content company can benefit from ConsCent’s data-driven, tech-led analytics, engagement and targeting tools to better engage with the same consumer on its own platform.

ConsCent starts its work just where search engines and social media platforms end their journey. While search engines and social media platforms focus on generating traffic – to drive revenue from advertisements which is solely dependent on views, ConsCent’s core objective is to convert the traffic (or window shoppers) into paying users at a time when a particular visitor/audience is on a particular content platform irrespective of how he landed there. ConsCent’s strength lies in bringing convenience for every potential consumer, and converting the traffic into paying users for content platforms steadily.

Since the time newspapers came into existence, the Pay-Per-Day model has been there. People go to stalls and buy the day’s newspaper, or buy a particular issue of a magazine. Then, why can’t that be a model in the age of internet? The truth is, piece-meal consumption model is better suited for digital media as majority of the audience prefer instant gratification – thanks to the fast-declining attention span.

Experience ConsCent on Outlook Magazine, India Today, Business TodayOutlook Business, Outlook Money, Mid-Day, Cosmopolitan, EPICONEarshot and UdayavaniTell us how can we serve you better.