Alexander Nikov. 11. Online Content and Media. Information Wants to Be Expensive Class Discussion. Outline

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1 INFO 3435 Teaching Objectives 11. Online Content and Media Alexander Nikov Identify the major trends in the consumption of media and online content. Discuss the concept of media convergence and the challenges it faces. Describe the five basic content revenue models. Discuss the key challenges facing content producers and owners. Explain the key factors affecting the online publishing industry. Explain the key factors affecting the online entertainment industry Information Wants to Be Expensive Class Discussion Why did the Wall Street Journal succeed with a subscription model? Would you pay to read a daily newspaper online? Why or why not? Would you pay for access to online archives of newspapers and/or magazines? Do you think newspapers can make the transition from print on paper to news on-screen? 1. Online Content 2. The Online Publishing Industry 3. The Online Entertainment Industry Outline What do you think about the New York Times new subscription-based model?

2 Trends in Online Content Vertical integration: Distributors enter content production business Internet video begins to challenge cable TV The mobile platform accelerates the transition to digital content E-book sales growth slows Digital music sales top physical sales Console games stagnate as online, social, casual games soar Trends in Online Content (cont.) Four Internet titans compete for ownership of online content ecosystem: Apple, Google, Amazon, and Facebook YouTube offers 100 entertainment channels Apps become foundation for app economy Netflix and other heavy bandwidth users agree to pay broadband providers for faster delivery Content Audience and Market Annual Media Consumption Average American adult spends 4,100 hrs/yr consuming various media 2014 media revenues: $564 billion More than 77% of the hours spent consuming TV, radio, Internet Desktop and mobile use: 5.75 hrs/day Internet usage doesn t reduce TV viewing 11-7 Figure 10.1, Page 635 SOURCE: Based on data from U.S. Census Bureau, 2014a 11-8

3 Internet and Traditional Media Media Revenues by Channel Cannibalization vs. complementary Does time on Internet reduce time spent with other media? Massive shift of audience to Web, tablets, smartphones Television viewing, music consumption remains strong Impact of Internet: Increase in total demand for media, including traditional products like books Physical products replaced by digital 11-9 Figure 10.2, Page 637 SOURCE: Based on data from industry sources; authors estimates Relative Size of the Content Market, Based on Per-Person Spending Digital Content Revenue Models Online content delivery revenue models Subscription A la carte Advertising supported (free/freemium) Free content can drive users to paid content Users increasingly paying for high-quality, unique content Figure 10.3, Page 653 SOURCE: U.S. Census Bureau,

4 Paid digital music, TV, and movie content revenues in USA, (in billions) Online Content Consumption Figure 10.3 Page 638 SOURCE: Based on data from emarketer, Inc., 2014d; industry sources; authors estimates Fee or Free? Early years: Internet audience expected free content but willing to accept advertising Early content was low-quality With advent of high-quality content, fee models successful itunes Millions of users buy from legal music sites YouTube cooperating with Hollywood and New York film production studios Digital Rights Management (DRM) DRM: Technical and legal means to protect digital content from unlimited reproduction and distribution Issue often cast as moral contest Telecommunications and device industries benefit from increased traffic 24% of global Internet traffic is stolen material

5 Media Industry Structure Media Convergence Three separate segments Print Movies Music Each dominated by few key players with little crossover Larger media ecosystem Millions of individuals, entrepreneurs Blogs, YouTube, independent music bands, and so on Technological convergence: Development of hybrid devices that combine the functionality of existing media platforms, e.g., PDAs Content convergence: Three aspects: Design, production, distribution New tools for digital editing and processing Industry convergence: Merger of media enterprises into firms that create and crossmarket content on different platforms E.g., AOL/Time Warner, News Corp Convergence and the Transformation of Content: Books Online Content Revenue Models and Business Processes Marketing Free content drives offline revenues Advertising Fee content paid for by advertising Pay-per-view/pay-for-download Charge for premium content Subscription Monthly charges for services Mixed Figure 10.5, Page

6 Making a Profit with Online Content Online consumers willing to pay for high-quality content Four factors required to charge for online content 1. Focused market 2. Specialized content 3. Sole source monopoly 4. High perceived net value Portion of perceived customer value that can be attributed to fact that content is available on the Internet Revenue and Content Characteristics Outline 1. Online Content 2. The Online Publishing Industry 3. The Online Entertainment Industry Figure 10.6, Page

7 Online Publishing Industry $102 billion based originally in print, moving rapidly to Internet Three segments Online newspapers E-books Online magazines Online Newspapers Most troubled segment of publishing industry Revenues shrunk from $60 billion in 2002 to $32 billion in 2013 Four factors in decline Growth of Web, mobile devices as alternative medium Alternative digital sources for news Failure to develop suitable new business models Rise of social media and role of directing traffic to newspaper content Daily Unique Visitors at Online Newspapers Online Newspaper Models Figure 10.8, Page 648 SOURCE: Based on data from Alliance for Audited Media, Figure 10.9, Page 649

8 Online Newspaper Advantages Online readership growing at over 10%/year Large audience sizes Wealthy and consumer-intense demographic Strong brand identification Quality of content Audience increasingly coming from social media sites Less engaged, link visitors Avoiding front page Online Newspaper Challenges Finding a revenue model Paywalls, with free content for casual users Bundled price for print/digital subscriptions Metered subscription model New York Times Freemium Competition from pure digital news sites Pure digital sites have lower costs, but lower credibility/trust Magazines Rebound Magazine circulation plummets From 22 million in 2001 to 12 million in 2013 Special interest magazine sales remained stable Magazines are making up for loss in print readership Digital replica magazines One-third of U.S. Internet users read online magazines 35% of tablet users Apple s ipad subscription service Popular Web sites (Pinterest, Facebook) drive traffic to online magazines Social reader apps Magazine aggregators E-books and Online Publishing E-book sales have exploded in recent years $6.1 billion in % of all consumer book sales New channel for self-publishing authors Hugh Howey s Wool (2013) E-book market in US dominated by 3 players Amazon Apple Barnes & Noble 11-32

9 New Digital Ecosystems E-book hardware, software, combined with online megastores Amazon Kindle: Linked to Amazon store and cloud storage Apple ipad: Multipurpose tablet, linked to Apple stores Authors able to bypass traditional agent, publisher channels DRM more effective for e-books than music industry E-book Business Models E-book industry composition Intermediary retailers (booksellers), traditional publishers, technology developers, device makers (e-readers), vanity presses Wholesale model Retailers pay wholesale price and establish retail price Traditional publishers 5 large companies who produce 80% new book titles Agency model Distributor as agent must charge publisher s retail price Amazon Challenges of E-book Platform Control over pricing Amazon controls largest market share for e-books Amazon vs. Hachette Further evolution of digital distribution platform Kindle unlimited subscription service Digital marketplace exchanges for peer sharing of digital files Converging technologies Interactive books, ibook Author, ibook Textbooks

10 E-book Sales Advantages of E-books Figure 10.14, Page 667 SOURCE: Based on data from Association of American Publishers, 2014a, 2014b. Reduced transaction costs, retail costs for user Increased accessibility to entire libraries Searchable text Modularization of content Easy to update Lower production and distribution costs Longer lasting Increased opportunities for writers to publish Increased availability of out-of-print titles Reduced cost of library functions Reduced weight for book bags Disadvantages of E-books Outline Require expensive and complex electronic devices to use Less portability than print books Reduced quality of print on screen Multiple competing standards Uncertain business models Copyright management and royalty issues with authors 1. Online Content 2. The Online Publishing Industry 3. The Online Entertainment Industry

11 Online Entertainment Industry Four traditional players, one newcomer Television Radio broadcasting Hollywood films Music Video games (new arrival) The Five Major Players in the Entertainment Industry Figure 10.10, Page 686 SOURCE: U.S. Census Bureau, 2011; NPD Group, 2011 authors estimates Online Entertainment Industry Projected Growth in Traditional Online Entertainment (in Billions) Internet is transforming industry: Platform development: Smartphones, tablets, music platform Online streaming and cloud storage Social networks as distributors Viable business models Music subscription services Closed platforms that eliminate need for DRM Widespread growth of broadband Figure 10.17, Page 676 SOURCES: Based on data from industry sources; authors estimates

12 User Role in Entertainment Television and Premium Video TV: Largest provider of high-demand content TV industry transitioning to new Internet delivery platforms Expansion of broadband networks, new mobile platforms and cloud servers Social TV OTT: Over-the-top (Internet) delivery Impact on cable TV industry Impact of tablets and smartphone viewing Social network influences Figure 10.12, Page Movies Difficult transition from DVD-reliance to streaming distribution to PCs and mobile devices More Americans bought online movies than DVDs in 2014 Many alliances and competing interests between distributors and creators Piracy, cyberlockers Two types of online movie sales Internet video on demand (ivod) Electronic sell-through Major Online Movie Distributors

13 Music U.S. Music Revenues: Digital vs. Physical Most disrupted of content industries Move from physical to digital product Unbundling of single songs Distributor market dominated by Apple s itunes Digital revenues account for 64% of all revenues Two types of digital music services Digital download 90% of digital music revenue Streaming subscription services fastest growing Games Online Gaming Audience Online gaming has had explosive growth Types of online gamers Casual Social Mobile fastest growing market Console Business models in flux Most online/mobile games offered for free, difficult to monetize

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