According to a new report by the Aga Khan University’s Graduate School of Media and Communication’s Media Innovative Center, about five in 10 (46 per cent) millennials pay between Kes11 and Kes 50 to access content daily.

Further, another 13 per cent pay more than Kes10 daily, excluding platform fees.

Reasons for subscribing to or paying for digital content are affordability, interesting, relevant content, attractiveness, and the availability and reliability of the content.

“The current study established that almost half (46%) of the surveyed Gen Zs and millennials stated that they pay between Kes11 and Kes 50, excluding platform fees, per day to access content. Some 3% do not pay anything while 13% pay more than Kes10,” stated the report.

The report also established that young people are willing to pay for content to learn and progress.

Likewise, 60 per cent of millennials spend between Kes1,501 and Kes3,000 per month on data to access social media platforms' content.

On entertainment content, most of them said they were willing to pay between Kes500 and Kes1,450 to access entertainment content from streaming services such as Netflix and Showmax.

However, foreign content does not attract cost concerns.