5
Media content can be monetised more strongly
with better content discovery
EXECUTIVE SUMMARY
ABOUT THE STUDY
1
There
2
The
3
Depending
has been an explosive increase in the media
offering for users, especially in the past 10 years. This
jungle of content makes it more and more difficult for
users to find their favourite (new) content.
digital offering has not only resulted in a
cannibalisation of media use, such as in relation to
print titles, but increased media usage as a whole
(from 531 minutes a day in 2005 to 625 minutes in
2015 for the Internet, TV, radio and print).
on the context, users have a very specific
preference for a combination of device and content. It
is becoming more and more important for providers
outside the 3–5 top brands to know these preferences
precisely and have a tailored marketing and
distribution concept.
4
Users
5
62
6
goetzpartners
are willing in principle to disclose their interests
(75% of those surveyed). One of the key conditions
for that is for the provider to be trusted and wellknown.
That can be achieved in particular by
appropriate branding.
percent of users prefer to use content by means of
aggregation platforms. This clearly demonstrates the
need for multi-channel marketing of content outside
a provider’s own distribution channels.
has developed a tried-and-tested
approach for analysing and assessing a content
distribution strategy and so can help content
providers quickly identify optimisation potential in
relation to target groups and content offering,
marketing and dissemination. That can be used as the
basis for deriving a promising content strategy.
For this study, goetzpartners
conducted a representative
consumer survey of 1,500
Internet users in autumn 2015 on
key questions involving media
usage and preferences and the
end devices consumers had.
On the basis of these results and
its many years of experience
from projects for media clients,
goetzpartners deduces success
factors that show how media
providers can be successful in
the current market situation and
better monetise their customers.
Authors:
Marcus Worbs
Partner
Philipp Hauber
Senior Consultant
Source: goetzpartners