Pricewaterhouse Coopers published a study surveyed viewers’ willingness to pay for content. According to their survey, respondents were willing to pay 97 percent of the price for financial news. More promising, those surveyed said they would pay 77 percent of the full price for online sports news, and an average of 62 percent for general content. The study suggests, then, that newspapers and other news sources might be able to charge for online content, though perhaps not as much as they would like.