Consumers’ Paying Intent for Public Service Media in Spain: The Effect of RTVE Service Quality, Citizens’ Expenditure, and the Moderating Role of Age

Due to significant transformations in citizens’ news consumption habits and the arrival of on-demand multi-platform services, today’s public service media (PSM) face substantial challenges endure their core principles. Moreover, PSMs’ need legitimacy are being questioned from both a liberal populist standpoint, opening up discussions about its sustainability. However, little academic attention has been paid paying intent context PSM. To mend this gap literature, study examines expenditure on entertainment services Spain’s television (RTVE) quality as two potential direct predictors for media, well moderating role age. Findings indicate that higher is associated with lower while perceptions RTVE positively influence intent. Finally, challenging prior our findings revealed younger generations most likely economically support PSM at all levels quality. This emphasizes PSMs reinforce offer uniqueness theorizes different ways achieve goal environment.