The Paywall Challenge Locking Away Digital’s Most Valuable Consumers
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The 20,000 Foot View: Music and video subscribers are the most influential amongst their peer groups and are some of the most valuable segments for advertisers and brands. The fact that they spend an increasing portion of their time behind ad-free paywalls, represents a growing challenge for marketers. These consumers are also driving growth in social ecommerce and voice-activated devices. Cumulatively, these consumers are catalysing the transition away from linear content consumption into a digital world characterised by targeting, personalisation, curation and advertising experiences.
Key Findings
- Streaming subscribers early adopters and Apple Music lead the way: of them the first to try out technology and services
- Music and subscribers are catalysing the decline linear TV and radio: of subscribers mainly watch TV shows or via an app
- Streaming subscribers influential cultural tastemakers: of Netflix and of Apple Music subscribers sought for tips on music TV shows of Spotify subscribers and of Amazon Prime Music subscribers have three or more digital subscriptions
- Music and subscribers also actively avoid TV online video ads which they not relevant
- Subscribers are social ecommerce, fuelled by increases hyper-localised direct response advertising and accustomed to spending cash in digital contexts
- Brand-centric advertising being explored with new technology Alexa skills
- Music and subscribers are driving this voice product innovation, of Apple Music voice control on a home mobile device every day
Companies and brands mentioned in this report: Amazon, Amazon Prime Music, Amazon Echo, Apple Home Pod, Apple Music, Facebook, Facebook Messenger, Instagram, Netflix, Snap Inc, SoundCloud, Spotify, Tencent, YouTube, WhatsApp, YouTube Music