What are paywalls? Why do they work and why it matters for Kentucky and BBN

Paywalls and the Wildcats: What they mean for BBN

For Kentucky Wildcats fans, staying connected—whether it’s a basketball exhibition schedule release or recruiting buzz about prospects like Ikenna Alozie—is more than a hobby. It’s a way of life. But in today’s digital media landscape, many fans find themselves navigating a mix of free content and subscription-based access to game recaps, live streams, and insider analysis.

At WBN we’re proud to offer free Kentucky sports coverage, but we also recognize the value and necessity of paid journalism. So what exactly are paywalls, how did they become a fixture in sports media, and what do they mean for Big Blue Nation? Let’s break it down.

What Is a paywall?

A paywall is a digital access point that requires payment—usually a subscription or one-time fee—to view content like articles, videos, or live sports. It is not something exclusive to the sports world, as news sites also employ the same strategy.

These fees support the resources required to produce high-quality journalism—from on-site game coverage at Rupp Arena to video breakdowns and analysis. In short, paywalls help fund the work that keeps fans informed and engaged.

The rise of paywalls in sports media

Rewind to the early 2000s, and most online sports news was free, often funded by digital advertising. But as online ad revenue declined—down roughly 20% for news sites between 2010 and 2020, per Pew Research—media outlets began shifting toward subscriptions to sustain their work.

The Athletic, launched in 2016, became a pioneer in this space by offering in-depth, subscription-based sports journalism. It grew to over a million subscribers by 2023. Streaming services followed suit: ESPN+ now boasts 25 million subscribers and carries hundreds of live games, including many featuring the Wildcats.

Rising production costs also played a role. Covering a single UK game—from travel and lodging to editing and publishing—can cost thousands. As fans demanded more in-depth content, from detailed recruiting profiles to advanced analytics on players like Otega Oweh, paywalls became a practical way to meet that demand.

Why paywalls work—for media and fans

Paywalls have helped sustain quality journalism in an evolving media economy. Here’s how they benefit fans:

✔️ Quality content:

Subscription models fund deep-dive features like The Athletic’s breakdowns of Mark Pope’s schemes or in-depth podcast analysis from Kentucky Sports Radio. Some fans describe the coverage as “info you can’t get elsewhere.” People like finding out the news first, and with a paywall, that can happen more.

✔️ Exclusive perks:

You can get the information before anyone else, you can also read things that others simply can not.

✔️ Sustainable coverage:

From reporter salaries to high-definition video production, it takes significant investment to cover recruiting events, postgame pressers, and player development stories. Paywalls help outlets continue delivering that level of coverage.

The flip side: Access challenges for Big Blue Nation

While paywalls support quality journalism, they can also pose challenges—especially for fans trying to follow every aspect of Kentucky athletics.

💰 Cumulative dost:

Juggling multiple subscriptions—$10 for ESPN+, $15 for The Athletic, and more for other platforms—can add up fast. Fans on X have voiced concerns about the cost of now watching a team through a single season. On the other hand, the in-depth analysis and pieces these places put out are outstanding.

📺 Fragmented viewing:

Today, you might need Paramount+ for one game, ESPN+ for another, and a different subscription for recruiting news, and another for forums. The patchwork can be confusing, especially for casual fans or families without cable alternatives. But it also means the network is covering the game in a way that they would not otherwise do so.

🤝 Community impact:

Big Blue Nation thrives on shared experiences—whether that’s watching live, debating recruits online, or gathering for game-day tailgates. Limited access can unintentionally create barriers to that collective energy. Or it could also bring a group of fans together who are willing to pay to experience it that way.

Finding the right balance

At WBN, we’re committed to making Kentucky sports coverage accessible—whether you’re in Lexington or a rural corner of the Commonwealth or in a foreign country. We offer free updates, recaps, and recruiting news to help keep every fan in the loop as fast as we can. But we also respect and appreciate the work of paywalled outlets, whose depth and quality make them a vital part of the sports media ecosystem as they break the news first.

Both models have value. Together, they serve a wide range of Kentucky fans—those who want quick hits and those who dive deep into analytics and recruiting boards.

Why this matters today

College fans want the latest recruiting information and sometimes people will prey upon that. Riseup media who coveres the women's game recently posted someone is taking their free information and pasting it to their paywall site.

This is the kind of stuff that can't happen. When an outlet works super hard to bring you content, support them. Pay their subscription fee or give them a like. Don't take their hard work, and get others to pay you for it.

These kind of things happening make it harder and harder for free media to exist.

The final call: One Big Blue Nation

Paywalls are now a staple of sports media. They’ve allowed journalism to evolve and improve, but they’ve also reshaped how fans access the games, stories, and conversations that fuel BBN.

Whether you subscribe for insider scoops or stick to free content, we believe Kentucky sports should unite—not divide—its fans.

What’s your take on paywalls? Tweet us your thoughts or join the conversation on Facebook #BBNpaywall