Study: Turning content dollars into audience - Page 6


The emergence of new digital media consumption channels in addition to the traditional TV

offering – such as paid streaming platforms or free platforms like YouTube – also supports that

shift and fulfils the demand of consumers to have access to new content all the time. Furthermore,

it affects the media industry in two ways: On the one hand, digital channels occupy an increasing

market share of overall minutes of content watched1)a trend that has emerged based on different

factors such as the immediate and remote availability or depth of content. On the other hand,

consumers face an overflow in content, since the number of video content consumption

channels has multiplied in the last few years. Thus, content providers need means to differentiate

themselves from their competition.

from licensing to original content

The media landscape is changing –


The media industry is currently undergoing a tremendous shift in various respects. In particular digitalization, as the overarching driver, is fostering changes in consumer behavior and

expectations. It has brought about a new content consumption culture that is not reliant on the TV as the sole medium. In general, all consumers are altering their behavior, but the younger generation as the main target group of most streaming platforms and TV channels is leading the change. This target audience of 14- to 39-year-old consumers is especially open toward new ways of content consumption and expects content to be available 24/7, on every device and in every place. Content providers therefore had to respond to the new demands of their main target audience and

have already taken measures to meet them.