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Ownership to Access, And Back Physical Ownership Acquires A New Value In The Digital Era

Report by Tim Mulligan
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The 20,000 Foot View

It seems counter intuitive to suggest the physical ownership of content has an addressable market in the digital era.  Despite the ubiquity of digital delivery mechanisms for premium content, the desire for physical possession has not gone away. A market opportunity exists to provide complementary physical products both as reassurance for older generations and as a unique consumer experience for Digital Natives.  For a generation raised on purely digital offerings the exceptionalism of a DVD or Vinyl is in itself a consumer experience worth paying a premium for.  

Key Findings

           of consumers interested in a stream-and-own-DVD-service
  • The majority of        year olds would like to own as well as stream a movie
  • Less than a third of over        are interested in owning a DVD after streaming
  •        of Mexican consumers would like to own a physical copy of a movie which they have streamed
  • Digital and Physical ownership services have most opportunity in emerging and maturing digital markets
  • Physical content has strong social connotations beyond functionality comparisons

Companies mentioned in this report: Netflix, Sky

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