Digital Subscribers TAM

Goals

To obtain the total number of global digital subscribers for content in general and news specifically for the purposes of pitching new subscription verticals for a digital media business.

Early Findings

Continued research used the Reuters survey to determine the current number of digital news subscribers in the 38 surveyed countries, which totaled 246,091,664.
  • Building off the findings in the first hour, the Reuters survey indicates the current percentages of people paying for news by country are the following:
    • Argentina: 8%
    • Australia: 14%
    • Austria: 9%
    • Belgium: 11%
    • Brazil: 22%
    • Bulgaria: 7%
    • Canada: 9%
    • Chile: 7%
    • Croatia: 6%
    • Czech Republic: 7%
    • Denmark: 15%
    • Finland: 16%
    • France: 9%
    • Germany: 8%
    • Greece: 7%
    • Hong Kong: 17%
    • Hungary: 7%
    • Ireland: 12%
    • Italy: 9%
    • Japan: 7%
    • Malaysia: 16%
    • Mexico: 16%
    • Netherlands: 11%
    • Norway: 34%
    • Poland: 16%
    • Portugal: 7%
    • Romania: 10%
    • Singapore: 16%
    • Slovakia: 8%
    • South Africa: 16%
    • South Korea: 10%
    • Spain: 10%
    • Sweden: 27%
    • Switzerland: 11%
    • Taiwan: 12%
    • Turkey: 34%
    • UK: 9%
    • US: 16%
  • Total digital news subscribers from the 38 countries surveyed by Reuters: 246,091,664

Proposed next steps:

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As the continued research found that there are currently approximately 246,091,664 digital news subscribers in the 38 countries surveyed by Reuters, which represents the current market size, we recommend further research to determine the TAM for digital news subscribers, which would be the total number who indicate they are willing to pay for digital news content but are not yet doing so added to the current market size. If this is not available, we will use the internet penetration rate of 58.8% given in the first strategy document to show how many internet subscribers there are who could be solicited to subscribe to news content as the TAM. We will then determine the number of people in each of the 38 countries who could be targeted (population x 0.588).