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December 3, 2008 US B2C Online Paid Content: Five-Year ForecastExperiential Games Have Currency, But TV And News Want To Be Freeby Sarah Rotman Epps, Mark Best with Carrie Johnson, Bobby Tulsiani, James L. McQuivey, Ph.D., Elizabeth Stark, Kate van Geldern |
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Executive Summary
Since Forrester last published its online paid content forecast in 2006, the world has radically changed. The definition of "online" has expanded. Once defined narrowly as the PC browser-accessed Web, being "online" can now take place on your commute via a mobile device, on your couch from a set-top box or gaming console, and nearly everywhere in between. The definition of "content" has changed, too. No longer mere information, content — especially content consumers are willing to pay for — has morphed into information plus experience. Content that fits this new paradigm, like video games, will be the big winner of consumers' wallet-share, while news articles, TV shows, and other forms of "old" content will increasingly rely on free-content business models: some combination of advertising, "free-mium" pricing, and marketing loss for more profitable channels.
TABLE OF CONTENTS
- As The Economy Sours, Paid Content Becomes A Hot Topic — Again
WHAT IT MEANS
- Consumers Won't Pay For Content Just Because You Think They Should
RECOMMENDATIONS
- Supplement Advertising Revenue With "Free-Content" Business Models
- Related Research Documents
Features
Forecast: US B2C Online Paid Content, 2008 To 2013
This is an excerpt
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