The media consumer
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The document discusses the evolution of media consumption in the digital age, highlighting shifts in content creation and distribution, especially in printed media, music, and broadcasting. It emphasizes how digitization has disrupted traditional business models, allowing consumers greater flexibility and control over content access and viewing experiences. The rise of mobile and tablet devices has also transformed media consumption habits, leading to increased competition among broadcasters and a shift towards subscription-based services.
The media consumer
- 1. The media consumer goes the digitallyconnected wayErik Dejonghe December 2010
- 2. CreationAggregationDistributionLocal AccessValue chain of traditional media deliveryContent aggregation has been the most powerful element in the delivery chain of Printed media (publishers) recorded music (record companies) radio & television (broadcasters), Film (movie companies). Content creation was in many cases integrated (or controlled) by aggregators. In the case of broadcasting, the aggregators being distributors at the same time.Power of consumer was limited to the choice of aggregated product.
- 3. Digitizing the delivery chain (1)Printed media: electronic delivery via the internetMainly in support of printed deliveryGenerates additional cost, but also (some) additional advertising income (balance?)Accessible to non-subscribers of printed deliveryRecorded Music: disruption of the Business Model‘Hit single’ too cheap to generate profit promotion for albumAlbum format under pressure from P2P deliveryMusic as a service is (still) boomingArtists go/return to the stage …
- 4. Digitizing the delivery chain (2)Radio: digital delivery as single service failedProliferation/integration FM-receivers prevents ASO of FMLT simulcasting DAB and FM: no sustainable BMDigital radio flourishes as side product of DTV, FM prevailsDTV: adoption supported by technology and regulationTransport capacity x 4 - 8 broader choice, stable signalIncreased competition between distributors Technological synergies between CE and ICT equipmentFilm (and television Series?)Conflict in value chain slows Electronic Cinema down DVD becomes main contributor for revenueP2P delivery picked up, forcing shorter release windows
- 5. The traditional consumer of digital contentDigital divide for media was lower than for ICT Skills: Complexity STB comparable to VCR; Internet browser has intuitive graphical user interfaceAttitude: No (or hardly) different contentAccess: Low price barrier Broader choice for viewing, listening/reading iPod started as Walkman with more capacityNewspaper website extended time/location for readingFree content via the internet became the (unwritten) ruleDigital music became ‘free’ due to # uncorrelated factors(Open cd format’; MP3 coding; storage cost, BB speed …)Perception cannot be reversed, due to past ‘dubbing’ practices
- 6. Changing the rituals, disrupting the business models (2000 onwards)Net books and media laptopsAge of individual internet access down from 18 to 13Adoption of wireless networks (2010: 80% of pc families)Adoption centralized storage/individual cloud storageMedia enables smart phonesCombine music, images, PIM, and mobile media access with speech and SMSCloud synchronization over Wi-Fi replaces PC synchronization over usbArrival of media ecosystems (Apple, Android, System 7 (?), CWM (?)
- 7. Changing the rituals, disrupting the business models (2000 onwards)“Full Quality” media/internet access via tablet devicesApple succeeded where Archos & UMPC failed (Apps concept, fast start-up & simple app switching)Tablet fills the gap between phone (fast reaction) and net book (slow start-up)Early ‘battle of the giants’ (Apple against Samsung) makes competition hesitant
- 8. The Connected Media Consumer re-inspirers DTVWhy iDTV failedShared screen (and sound!) does not match with OTT individual content accessVideo viewing distance >> information reading distanceData entry via wireless keyboards is not work in convenient in front of TV screenWhy DTV puts pressure on (some) broadcastersMultichannel creates more competition for local channelsTime shifting allows to view more than one ‘hit show’ during prime timeRisk of Ad skipping (more in US than in Europe)TV content moves to other media
- 9. TV content moves to new media
- 10. From viewing/working/conversation devices to platformsPreserve the main screen for shared content Watching TV still implies sharing emotions in familiar surroundingsSecond choice moves from secondary location to individual screen Metadata (teletext) move to RSS/ fast internet access mobile screenPreserve Individual screen for individualneedsIndividual ‘catch-up’ needs more location flexibility laptopMedia multitasking: ‘listen’ to news while ‘scanning e-mails’ laptopMedia & work: ‘Follow’ sport event while doing ‘light’ administrative tasks laptopUse mobile screen (via Wi-Fi) for real-time metadataIndividualized (slow) ‘channel mosaic’ on smartphone (tablet?)Interactive participation/conversation via applet connection with broadcasterWe tolerate individual addressing/tracing via ‘walled garden connection’ if we receive individualized information in exchange
- 11. Observations 2010(11?)DTV has widened the gap between ‘broadcast hits’ and ‘channel sub tops’ flexible viewing on individual screens can create important off-prime marketDTV has shifted income balance from ‘passive’ channel advertising to service subscriptions meaningful services related to television content can create more income for broadcasters and service providers (detrimental to printed media?)The ‘digitally connected media consumer’ will enjoy more flexibility in viewing time & location and will have more control over ‘quality of delivery’ (low resolution on individual screen, full resolution on main screen) and ‘quality of experience’ (advertising and delivery buffering on OTT television, preview access and interrupted viewing on premium channels) More choice will create a richer TV experience for the consumer community.