The value of public service broadcasting in Japan during COVID-19 pandemic: An analysis of WTP by Blinder-Oaxaca decomposition

Abstract

The first case of COVID-19 in Japan was detected in January 2020, and the first outbreak occurred between March and May of that year. In this study, changes in the willingness to pay (WTP) for public service media (PSM) were analyzed using data from public opinion polls conducted before and after the period of the first outbreak. A comparison of the samples obtained via Blinder–Oaxaca decomposition revealed the importance of and satisfaction with the news that viewers felt, and their viewing frequency increased after the pandemic, as did WTP. The findings can be interpreted as an increase in the demand for news as the infection spread. The analysis also showed that the WTP for PSM decreased a little owing to the reduction in sports programs. The results demonstrate the importance of PSM in moments of crisis, such as pandemics.