{"id":3259,"date":"2026-10-28T14:01:44","date_gmt":"2026-10-28T13:01:44","guid":{"rendered":"https:\/\/asmiq.io\/was-medienunternehmen-2026-bei-paid-content-und-tracking-erwartet\/"},"modified":"2026-10-28T14:03:05","modified_gmt":"2026-10-28T13:03:05","slug":"o-que-se-espera-que-as-empresas-de-comunicacao-social-enfrentem-em-2026-no-que-diz-respeito-a-conteudos-pagos-e-rastreamento","status":"publish","type":"post","link":"https:\/\/asmiq.io\/pt\/was-medienunternehmen-2026-bei-paid-content-und-tracking-erwartet\/","title":{"rendered":"O que as empresas de comunica\u00e7\u00e3o social podem esperar em 2026 no que diz respeito a conte\u00fados pagos e rastreamento"},"content":{"rendered":"
Imagem
Imagem: O que as empresas de comunica\u00e7\u00e3o social podem esperar em 2026 no que diz respeito a conte\u00fados pagos e rastreamento. Fonte: ASMIQ, elabora\u00e7\u00e3o pr\u00f3pria<\/figcaption><\/figure>\n

Quem quiser garantir receitas provenientes dos leitores n\u00e3o pode depender de um \u00fanico modelo. Segundo o Reuters Institute (16 de junho de 2026), 17 por cento dos inquiridos em 20 mercados pagam por not\u00edcias online, um valor inalterado em rela\u00e7\u00e3o ao ano anterior. O relat\u00f3rio refere que, na maioria dos mercados, o limite m\u00e1ximo situa-se entre 10 % e 20 %. Quem perde assinantes e n\u00e3o toma medidas para inverter a tend\u00eancia, perde receitas num mercado j\u00e1 de si limitado.<\/p>\n

Al\u00e9m disso: pela primeira vez, de acordo com o Relat\u00f3rio de Not\u00edcias Digitais da Reuters de 2026, h\u00e1 mais inquiridos que utilizam as redes sociais e as plataformas de v\u00eddeo para aceder a not\u00edcias online (54 por cento) do que os pr\u00f3prios sites e aplica\u00e7\u00f5es dos meios de comunica\u00e7\u00e3o social (51 por cento), tal como a Edelman refere num blogue sobre o relat\u00f3rio. A rela\u00e7\u00e3o com o cliente deve, portanto, ser cultivada ali onde j\u00e1 existe: na assinatura. Processos manuais, falta de automatiza\u00e7\u00e3o e sistemas de fatura\u00e7\u00e3o inflex\u00edveis custam tempo e dinheiro. Seja um jornal di\u00e1rio, uma revista especializada ou um portal online, o desafio \u00e9 o mesmo.<\/p>\n

A Schibsted como caso de estudo<\/h2>\n

A Schibsted \u00e9 considerada pioneira. De acordo com a Press Gazette (15 de julho de 2026), o grupo conta com cerca de 1,5 milh\u00f5es de assinantes, dos quais 1,25 milh\u00f5es s\u00e3o digitais. Segundo o Reuters Institute, a Noruega regista uma disposi\u00e7\u00e3o para pagar de 40 por cento e a Su\u00e9cia de 32 por cento \u2014 valores significativamente superiores \u00e0 m\u00e9dia.<\/p>\n

De acordo com uma entrevista concedida por Tor Jacobsen \u00e0 Medieninsider, todos os 16 jornais, bem como o portal Omni, oferecem conte\u00fados pagos. A percentagem de assinantes premium situa-se, na maioria dos casos, entre 10 % e 15 %, sendo que, em alguns sites, ultrapassa os 50 %. No caso do Aftenposten, \u00e9 utilizado adicionalmente um modelo de acesso medido, sendo o \u00abfreemium\u00bb a base. A data da entrevista n\u00e3o \u00e9 clara, pelo que os n\u00fameros podem estar desatualizados.<\/p>\n

Este exemplo mostra tamb\u00e9m como o dia-a-dia se torna complexo: v\u00e1rios t\u00edtulos, v\u00e1rios n\u00edveis de acesso, tarifas diferentes. Quem gere isto manualmente, consome recursos. A falta de pagamentos e o processo de cobran\u00e7a agravam ainda mais a rotatividade, tanto no caso dos cancelamentos de assinaturas impressas como das assinaturas digitais.<\/p>\n

O rastreamento como risco<\/h2>\n

A Schibsted est\u00e1 atualmente no centro das aten\u00e7\u00f5es na Noruega devido a um modelo \u00abPay or Okay\u00bb. Os leitores podem concordar com o tratamento de dados para publicidade personalizada ou pagar para ler sem serem rastreados. Segundo o Forbrukerr\u00e5det, a taxa ascende a at\u00e9 49 coroas por m\u00eas. A 3 de junho de 2026, o Forbrukerr\u00e5det e a noyb apresentaram uma queixa junto da autoridade de prote\u00e7\u00e3o de dados, exigindo a proibi\u00e7\u00e3o do modelo e a aplica\u00e7\u00e3o de multas. A noyb estima que a taxa de consentimento seja superior a 99 por cento. De acordo com o document.news, a Datatilsynet abriu um processo ap\u00f3s mais de 30 queixas e cerca de 100 den\u00fancias; a data exata n\u00e3o est\u00e1 confirmada.<\/p>\n

A li\u00e7\u00e3o para editoras de jornais, editoras especializadas, revistas e editoras digitais: as receitas provenientes exclusivamente de taxas de rastreamento s\u00e3o juridicamente contest\u00e1veis. O que \u00e9 sustent\u00e1vel \u00e9 o valor acrescentado e processos de subscri\u00e7\u00e3o transparentes. A VG fornece um exemplo: segundo a Digiday, o jornal sensacionalista ganhou 20 000 assinantes desde janeiro de 2017, ao colocar document\u00e1rios atr\u00e1s do acesso pago. A refer\u00eancia diz respeito ao ano de 2017.<\/p>\n

Automatizar processos<\/h2>\n

As ofertas de valor acrescentado s\u00f3 funcionam se a tecnologia subjacente for flex\u00edvel. A fatura\u00e7\u00e3o recorrente e a fatura\u00e7\u00e3o automatizada aliviam a carga de trabalho das equipas e reduzem os erros. A gest\u00e3o de cobran\u00e7as reduz a incumprimento de pagamentos, uma vez que os avisos de cobran\u00e7a e as tentativas de pagamento s\u00e3o processados com base em regras.<\/p>\n

Os modelos de assinatura flex\u00edveis s\u00e3o fundamentais neste contexto: assinaturas de teste, assinaturas di\u00e1rias, semanais, mensais e anuais, upgrades, pausas e assinaturas para oferecer. Um jornal regional necessita de um paywall local e de descontos para associa\u00e7\u00f5es; uma editora especializada, de licen\u00e7as empresariais e acessos multiutilizador; uma revista de grande p\u00fablico, de assinaturas com pr\u00e9mios e de oferta; e um editor online, de modelos \u00abfreemium\u00bb, paywall medido e newsletters premium. A vers\u00e3o impressa requer, al\u00e9m disso, a gest\u00e3o da distribui\u00e7\u00e3o, incluindo a fatura\u00e7\u00e3o, a gest\u00e3o do paywall digital e o controlo de acesso. Idealmente, ambas as vertentes s\u00e3o geridas a partir de uma \u00fanica plataforma.<\/p>\n

A fideliza\u00e7\u00e3o como fator de sucesso<\/h2>\n

Quando os utilizadores acedem atrav\u00e9s de plataformas, a fideliza\u00e7\u00e3o dos assinantes \u00e9 determinante. A gest\u00e3o do ciclo de vida do assinante acompanha os leitores desde a assinatura experimental at\u00e9 \u00e0 renova\u00e7\u00e3o. As assinaturas combinadas de formato impresso e digital, como a edi\u00e7\u00e3o matinal mais o e-paper, aumentam o valor tanto para os leitores como para a editora.<\/p>\n

Os portais de autoatendimento para altera\u00e7\u00e3o de morada, interrup\u00e7\u00e3o por f\u00e9rias e upgrade reduzem a carga de trabalho do servi\u00e7o de apoio ao cliente e a propens\u00e3o para cancelar a assinatura. A an\u00e1lise em tempo real de indicadores-chave de desempenho (KPI) dos assinantes, como a rotatividade, a convers\u00e3o e o valor ao longo da vida \u00fatil, revela onde \u00e9 necess\u00e1rio agir. E a solu\u00e7\u00e3o tem de ser escal\u00e1vel, desde o jornal local at\u00e9 ao grupo de comunica\u00e7\u00e3o social internacional.<\/p>\n

\n

Ganhos r\u00e1pidos para as empresas de comunica\u00e7\u00e3o social<\/strong>
1. Registar os processos de subscri\u00e7\u00e3o, desde a encomenda at\u00e9 ao cancelamento, e automatizar sistematicamente as etapas manuais.
2. Alargar as formas de pagamento e introduzir um sistema de cobran\u00e7a baseado em regras, com o objetivo de reduzir a incumprimento de pagamentos.
3. Analisar os motivos de rescis\u00e3o e tomar medidas espec\u00edficas para os contrariar, recorrendo a op\u00e7\u00f5es de suspens\u00e3o tempor\u00e1ria e a ofertas.
4. Oferecer assinaturas combinadas de formato impresso e digital atrav\u00e9s de uma plataforma centralizada com um perfil de cliente \u00fanico.<\/p>\n<\/blockquote>\n

Conclus\u00e3o<\/h2>\n

O conte\u00fado pago n\u00e3o cresce atrav\u00e9s de taxas de rastreamento, mas sim atrav\u00e9s de valor acrescentado, modelos flex\u00edveis e uma fideliza\u00e7\u00e3o consistente dos assinantes. Quer se trate de um jornal di\u00e1rio, de uma editora especializada ou de um portal online, as editoras que pretendem preparar os seus processos de subscri\u00e7\u00e3o para o futuro encontram, em solu\u00e7\u00f5es especializadas como a ASMIQ, um parceiro para a gest\u00e3o integral das subscri\u00e7\u00f5es. A ASMIQ apoia as empresas de comunica\u00e7\u00e3o social na gest\u00e3o eficiente de assinaturas impressas e digitais a partir de uma \u00fanica plataforma \u2014 desde o jornal regional at\u00e9 \u00e0 empresa de comunica\u00e7\u00e3o social internacional. Saiba mais: asmiq.io<\/p>","protected":false},"excerpt":{"rendered":"

Schibsted zeigt: Paid Content braucht Mehrwert, Metered-Modelle und Bindung. Was Medienunternehmen 2026 bei Abos und Pay or Okay beachten m\u00fcssen.<\/p>","protected":false},"author":5,"featured_media":3258,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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