Meeting the readers Through a Digital transition. Lessons from the Entertainment
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Meeting new Readers Lessons from the Entertaiment Industry Loreto Corredoira Sanjay Sood Center for MEMES, UCLA Presented at ISOJ, UT Austin, 2014
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Transcript of Meeting the readers Through a Digital transition. Lessons from the Entertainment
Meeting new ReadersLessons from
the Entertaiment Industry
Loreto CorredoiraSanjay Sood
Center for MEMES, UCLAPresented at ISOJ, UT Austin, 2014
The House of Cards effect
The Digital Consumer Segment
MOVIES (STREAMERS) Approx. 80 MILL.
Netflix 44 Hulu 5
iTUNES 20 Amazon Prime 10
U.S. Paid Digital Content Subscribers
MOVIES (STREAMERS) Approx. 80 MILL.
Netflix 44 + Hulu 5 + iTUNES 20 +
Amazon Prime 10
SPORTMLBAM 3+ millionFox Soccer + Gol TV
+ ESPN (n.a)
DIGITAL NEWSThe NYT 727,000 The WST 903,012
MUSIC Pandora One 2.5
millSpotify 1 + iTunes
Radio 1
U.S. Paid Digital Content Subscribers
Likelihood to payPreferred content by screen
Tablet Smartphone PC o laptop On TV
Movies TV Shows
UGC (YouTube)NewsMusic videos
Short videos clipsUGC
Full-length movies (72%)Live content (68%)
L. Corredoira/S. Sood Data from Accenture, DigitalSmith and eMarketer
Movie
s
User-g
enerated-co
ntent
TV shows
News
Music
videos
Personal,
familia
r, vac
ation..
Web sh
ows 0%
5%
10%
15%
20%
25%
30%
35%
40%
Types of Content Streamed by US Mobile and Tablet Video streamers (January 2013)
Celullar owners Tablet owners
eMarketer.com/ Rovi Corporation / Consumer Mobile Streaming Survey, 2013
Lessons from the Entertaiment Industry
Availability
Availability
New Copyright Licensing
Extend the life of the product
Pricing
Entertainment Price in the U.S.
1 movie ticket at the theatres $15 (8.35 AVERAGE)
1 movie rental at iTunes or Amazon Prime From $2.99 to 6.99
1 month Netflix $7.99 (2 screens, 6 dev) $11.99 (4 screens)
1 movie purchase iTunes or Amazon (HD or not) From $6.99
1 weekly premium FTimes $10.95
1 weekly online NYTimes $3.45
Figure 18: L. Corredoira, S. Sood
Payment models
NEWS SERVICES TYPES Transactional A la carte Micropayments
Subscription models
(Occasional or sporadically readers) Per issue Per newsPer day
(Readers) Paper + free onlineOnly paper online Premium content : - online + special newsletters - online + music + video
Figure 19: L. Corredoira
Consumer matters
Upgrading services . Users Policies Flexibility . Easy unsubscription
Usability
To be in the new living room
BundlingWhy not?
Free with a Phone Plan- 1 year of LA Times - 30 ebook - A magazine per month- Access to database for kids
If the newspaper industry had theme music in 2013, it might use “Been down so long it looks like up to me” the much-recycled line from a 1920s blues song.
(Edmons, Guskin, Mitchell and Jurkowitz from the Pew Internet Research Center)
Connecting online usersFrom the NYT.com to Netflix
Connecting online usersFrom the NYT.com to the Theatre
Magazines and music
