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.