November 4, 2009

Who Will Pay For Online Content?

Integrate Social Media To Attract European Online Movie Buyers

by Nick Thomas

with Mark Mulligan, Erik Hood

Executive Summary (This is a document excerpt)

Despite widespread gloom, it appears that European Internet users are willing to pay for certain kinds of online content, including music, movies, and eBooks, although none of these markets is anywhere near maturity. Understanding how and where current and potential buyers of movies, for example, consume media online will help consumer product strategists build a successful premium service in what is set to be a crowded marketplace in 2010. The popularity of multitasking among online movie buyers indicates the importance of integrating both social tools and a coherent multiplatform approach to maximize the paying audience in the future.

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