Public Service Media and Willingness to Pay in Networked Societies

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This empirical paper examines the issue of willingness to pay (WTP) for public service media (PSM) in Austria and neighboring Germany. Therefore, a non-representative quantitative online survey (N = 1,633) was conducted in June and July 2016 in both countries. The hy-pothesis that people are more willing to pay for PSM if their awareness for the existence of PSM’s online services is raised is tested. In the survey, an online experiment was conducted to study this expectation. No supporting evidence was found; online services do not play an important role in predicting WTP. Apart from that, multiple predictors for WTP in line with existing research are identified and discussed.

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