Executive Summary (This is a document excerpt)

Western European Internet users have embraced the Web as a place to read news, play games, listen to music, and, especially, watch video. Consumption of all these will continue to rise, but most users of most content will not pay for it directly. Monetization will continue to be a challenge: While video is on track to become the most popular type of content online in the next three years, the shortage so far of compelling paid propositions means that revenues from online video will not start to take off until 2011. For music, on the other hand, there is light at the end of what has been a long tunnel: A new generation of subscription services, alongside Apple's pioneering iTunes store, will create a market worth more than €2,435 million by 2014.

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