Why the 'paywall boom' is good for us

The Paywall boom.

Don’t you hate it?

You click on a juicy headline, start reading, start ENJOYING the content. Then, all of a sudden, you’re blue-balled by 'please subscribe to continue.'

You stare at the screen, debating whether access to that one article is worth $7.99 a month. Frustration bubbles up.

'Why can’t it just be free?'

But here’s the thing: free and quality are two things that don't often come together.

(With the exception of this newsletter. You’re welcome).

Paywalls, inconvenient as they feel, represent something bigger: a recalibration of how we value content in the digital age.

But what does this mean for consumers, brands, and is it a necessary evolution of our content?

The rise of paywalls didn’t happen overnight. It’s the result of years of seismic shifts in media and advertising.

For a long time, media companies leaned on advertising dollars to fund their operations. But with Facebook and Google swallowing the majority of the ad market, many publishers were left fighting over scraps.

Thus, paywalls emerged as a more sustainable alternative to keep the lights on.

Not to mention algorithms changing the game.

Social platforms have deprioritised publisher content, cutting off a major source of free traffic. If you want to consistently reach readers, you now need subscribers, and loyal ones.

Consumer expectations have also shifted. The internet is full of clickbait headlines, intrusive ads, and misinformation. People are starting to realise that free content often comes with a cost.

Paywalled platforms promise something better—accountability, quality, and trust.

While general news struggles, niche outlets are flourishing. Think Stratechery for tech analysis or The Athletic for sports fans. They’ve proven that passionate audiences will pay for insights they can’t get anywhere else.

The paywall boom certainly has its downsides.

Obviously, the cost itself. With every other platform throwing up a subscription, the costs pile up fast. Netflix, Spotify, news sites, newsletters—it’s enough to make anyone feel overwhelmed.

This creates a divide between those who can afford access and those who can’t, potentially leaving some groups out of important conversations.

This also makes marketing tricky. For brands, the free flow of content is drying up. Because how are you meant to go viral when all the good stuff is behind a paywall?

However, it’s not all doom and gloom.

Actually, I believe the rise of paywalls is a good thing.

For one, it fuels independent journalism, something we desperately need more of in the current climate.

At least we know the majority of paywalls aren’t about lining corporate pockets. They fund the kind of investigative journalism that holds power to account. When you pay for content, you’re supporting the writers, editors, and researchers who dedicate their lives to uncovering the truth.

It also provides us with better content.

Think of it like a professionally done tattoo—it’s crafted with care, expertise, and attention to detail. By contrast, free content often feels rushed, shallow, and focused on chasing clicks rather than delivering real value.

And of course, allows for a deeper connection between publishers and their audiences.

Because they’re not chasing ad impressions anymore—they’re creating content that their subscribers actually want.

So, what does this mean for all of us?

We’re witnessing a transformation in how we value content. It’s no longer about scale and reach; it’s about trust, loyalty, and exclusivity. This shift is reshaping not just journalism, but how consumers think about everything they pay for online.

For marketers, it’s a wake-up call. The days of cheap impressions are fading.

To stay relevant, brands need to:

Partner strategically: Collaborate with paywalled platforms to reach engaged, high-value audiences.

Invest in quality: If you want people to stick around, your content has to be worth their time—and maybe even their money.

Adapt to the new normal: This is a chance to innovate. Find creative ways to thrive in a world where 'free' is no longer the default.

The bottom line.

Yes, paywalls can be frustrating. But they’re also a sign of progress. They push us to rethink what we value in content—and remind us that quality often comes with a price.

It’s time to start thinking of the 'subscribe' button as an investment in the creators, journalists, and industries you love.

It’s the only way to ensure you keep getting more from them.

-Sophie, Writer