What is Content Gating?
Definition
The practice of restricting access to digital content behind a registration, subscription, or payment requirement.
Understanding Content Gating
Content gating is broader than paywalls and includes requiring email registration, account creation, or social shares to access content. It is commonly used in B2B marketing to collect leads (gated whitepapers, webinars) and in media for premium articles. Effective content gating balances lead generation with user experience — too much gating frustrates users, while too little gives away value for free.
For subscription services, content gating is the mechanism that converts free users to paid subscribers.
Related Terms
Paywall
A digital barrier that restricts access to content unless the user pays a subscription fee or one-time charge.
Freemium
A pricing model that offers basic features for free while charging for premium features, storage, or usage beyond free tier limits.
Conversion Rate
The percentage of users who upgrade from a free plan or trial to a paid subscription.