Paid Content Consumer Deep Dive The Emergence Of A Sophisticated Audience
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20,000 Foot View: In the old world, there were clear demarcations between media types, bordered with proprietary media and playback devices. However, different entertainment forms now exist in more interdependent ecosystems than they did in the analogue era, with all-in-one app stores blurring the boundaries and turning media consumption into an amorphous whole where content types compete directly with each another for both time and money. Understanding how users interact with different products and services has never been more important. To this end, metrics covering penetration, distribution, average spending and the segmentation of cohorts and demographics become crucial in forming an understanding of the behavioural trends in the modern paid content consumer.
Key Findings:
- Legacy paid formats and behaviours continue to significant sway
- Traditional pay-TV the most widely adopted form paid content
- Music has highest share of high spenders all content types
- Streaming services leaving money on the table negating opportunity among high-spenders and
- Music and Video both have higher average than Mobile of consumers spend nothing on digital content
- Freemium continues drive monetisation in the content
- At penetration video streaming is on a trajectory to a mainstream entertainment than paid music streaming
- Discovery has search in content consumption
- International markets disparate Paid Content attributes (Brazil higher engagement, Australia with increased spenders)
- Adblocking will ad-supported revenues