Will Digital Content Ever Recover Its Value?

The democratization of content through artificial intelligence has done one thing better than anything else: It has made it cheaper. But with this newfound abundance comes a paradox—the more we produce, the less we seem to value it. Consumers make quieter, more intentional choices as content multiplies and standards fracture. And sometimes, that means going back to paper.

It makes sense that one of the first side effects of artificial intelligence was to dramatically lower the cost of producing content. From articles to videos, productivity has skyrocketed, and creation has become easier. Naturally, costs dropped—and with them, barriers to entry.

But cheaper doesn’t always mean better. It rarely does as AI made content creation accessible to nearly anyone with an internet connection, quality polarized. On one end, we’re seeing highly polished, deeply insightful pieces. On the other, a flood of mediocre, half-baked content designed to please algorithms rather than audiences. The middle? Nearly vanished.

This strange dynamic has dulled content’s perceived value among consumers. There’s more than ever, but people care less. They scroll, skim, swipe—and forget. In some cases, they don’t even notice. That’s why the quiet resurgence of traditional media is so interesting.

Take magazines. Despite losing around 1.5% of their revenue over the last 12 months, the industry still generates over USD 40 million annually. By contrast, print advertising continues to shrink at 15% per year. However, when compared to the newspaper industry—which, while still generating $29 billion, is bleeding relevance and shedding readers at a rate of 3–4% per year—magazines suddenly look resilient.

The workforce comparison is also telling. According to IBISWorld, magazines employ just under 90,000 people, while newspapers require around 129,000. Despite being in the same medium, magazines outpaced what once felt like an unshakeable giant.

Travel through Europe, and you’ll notice that print isn’t dead—it’s evolving. Traditional formats feel alive, from train kiosks in Paris to bookstores in Milan. Not necessarily because of nostalgia, though that plays a role, but more likely because they represent something digital can’t replicate—credibility, curation, and permanence.

The format matters in an era where misinformation is as common as memes. A magazine or printed newspaper implies editorial oversight and intentionality. It’s not a guarantee of truth, but it suggests someone took the time. And in a content economy where time is the rarest resource, that matters.

Part of this return may be driven by fatigue. In the U.S., adults now spend over eight hours a day with digital media—up from the previous year, driven largely by pandemic-era behavior shifts. We now live online. According to recent data, Americans average seven hours and three minutes of internet time daily. With that kind of saturation, it’s no wonder we crave a break.

Europe, again, tells a different story. A biannual study by Two Sides Europe from May 2023 shows a meaningful rise in preference for printed materials. The number of consumers who prefer reading printed books jumped from 53% in 2021 to 65%. Magazines saw an even sharper rise—from 35% to 51%. Even newspapers and catalogues are regaining ground.

Interestingly, utility-driven materials like paper bills and printed health information are also seeing increased favor, climbing from 19% to 38% and 29% to 39%, respectively. It’s hard to interpret that as anything beyond a push for trust and clarity in a sea of endless content.

And yet, we shouldn’t overreach. Most studies still focus overwhelmingly on digital media. The data around print’s revival is sporadic and regional. But taken together, there’s a case to be made: when everything is available, curated becomes rare. When quantity overwhelms, quality stands out.

Maybe consumers aren’t just burned out—they’re becoming choosier. Not in how much they consume but in what they trust, remember, and are willing to invest their attention in.

If that’s the case, digital content isn’t doomed—but it does need a reset, not of format or volume, but of purpose. In the race to fill feeds and outpace competitors, we’ve forgotten that attention is earned. Earning it in this environment means more than being visible. It means being valuable.