SlideShare una empresa de Scribd logo
1 de 24
paid contenteuanmackay,[object Object]
for: rupert,[object Object],against: arianna,[object Object]
8%,[object Object],4%,[object Object],23%,[object Object],3%,[object Object],9%,[object Object]
paid for tv content,[object Object]
who will pay for tv content?,[object Object],23%  of population agree with statement “I am willing to pay for certain TV programmes or channels if it is something I really want to watch” ,[object Object],Those willing to pay are more likely to be Male, ABC1 and in the younger age groups ,[object Object],32% of under 34s agree they are willing to pay for TV content (index=136),[object Object]
30% of respondents agree that ‘rather than paying for on-demand tv, I’d prefer to have advertising’,[object Object]
how do these groups co-exist?,[object Object],46% of sample,[object Object],prefer ads than paying for on-demand content,[object Object],willing to pay for content,[object Object],15%,[object Object],35%,[object Object],50%,[object Object],23% of pop,[object Object],7% of pop,[object Object],30% of pop,[object Object],16% of pop,[object Object],23% of pop,[object Object]
group 2: not willing to pay for tvcontent but will accept ads for on-demand (23%),[object Object]
less a bias towards younger tech savvy groups…,[object Object]
they are unlikely to have sky (index 83) and much more likely to be freeviewhomes  (index 121),[object Object]
US dramas: 106,[object Object],US comedy:106,[object Object],UK drama:107,[object Object],news: 104,[object Object],UK comedy: 113,[object Object],documentaries:114,[object Object]
what about in the land of newspapers?,[object Object]
3% ‘would be willing to pay for newspaper content online’,[object Object]
young,  affluent and tech savvy males…,[object Object]
this group is more likely to be getting daily news through internet  (14% ) than newspapers (9%),[object Object]
much more likely than the overall population to  say ‘newspapers are a thing of the past’ – 28% agree,[object Object]
but what about those who may yet follow suit? – the non-rejectors of paid content?,[object Object],34% of the population don’t reject the idea outright of paying for news content via mobile or online,[object Object],these are likely to be the secondary targets for publishers,[object Object],these will be the ones that either make/break the ventures,[object Object],so, what do we know about them?,[object Object]
they are: 	under 35	even gender split	more C2DEs	less tech-savvy,[object Object]
not really relying on newspapers as main source of news (index=85),[object Object]
17% read a ‘quality’ paper in the last week19% have read a mid-market in the last week33% read a popular in the last week,[object Object]
what are the non-rejectorsfrequently reading in paper and online?,[object Object],in paper,[object Object],news,[object Object],sport,[object Object],(other) tv,[object Object],lifestyle,[object Object],film,[object Object],online,[object Object],news,[object Object],sport,[object Object],film,[object Object],music,[object Object],Entertainment,[object Object],Figs in brackets: Index where total pop=100,[object Object]
paid content: some thoughts,[object Object],demand for paid-for content is generally low across the board,[object Object],acceptance of advertising in place of payment increases as you move along the technology curve,[object Object],paid-for tvon-demand content is one of the more likely areas where people will pay,[object Object],newspapers still have a long way to go to grasp the imagination of the masses but there are a healthy proportion of non-rejectors,[object Object]
paid contenteuanmackay,[object Object]
these people are likely to be young, affluent males – a ready made ad sales argument,[object Object]

Más contenido relacionado

Destacado

Ecotechsy : Artículo 1.6 - Donde esta el consumo energético
Ecotechsy : Artículo 1.6 - Donde esta el consumo energéticoEcotechsy : Artículo 1.6 - Donde esta el consumo energético
Ecotechsy : Artículo 1.6 - Donde esta el consumo energéticoJavier Trespalacios
 
ACTIVIDADES ECONOMICAS
ACTIVIDADES ECONOMICASACTIVIDADES ECONOMICAS
ACTIVIDADES ECONOMICASpablojgd
 
Investigacion de mercados_evaluacion_final
Investigacion de mercados_evaluacion_finalInvestigacion de mercados_evaluacion_final
Investigacion de mercados_evaluacion_finalYerly Muñoz
 
DIAGRAM. MACHINES & STRUCTURES
DIAGRAM. MACHINES & STRUCTURESDIAGRAM. MACHINES & STRUCTURES
DIAGRAM. MACHINES & STRUCTURESpablojgd
 
Digital Metrics: What to Measure, How, and Why
Digital Metrics: What to Measure, How, and WhyDigital Metrics: What to Measure, How, and Why
Digital Metrics: What to Measure, How, and WhySpring Media Strategies
 
Planificación Energética Territorial (PET) en ciudades Colombianas
Planificación Energética Territorial (PET) en ciudades ColombianasPlanificación Energética Territorial (PET) en ciudades Colombianas
Planificación Energética Territorial (PET) en ciudades ColombianasJavier Trespalacios
 
give the best solutions on training and devlopment
give the best solutions on training and devlopmentgive the best solutions on training and devlopment
give the best solutions on training and devlopmentNithin Kumar
 
สงครามเย็น
สงครามเย็นสงครามเย็น
สงครามเย็นTaraya Srivilas
 

Destacado (9)

Ecotechsy : Artículo 1.6 - Donde esta el consumo energético
Ecotechsy : Artículo 1.6 - Donde esta el consumo energéticoEcotechsy : Artículo 1.6 - Donde esta el consumo energético
Ecotechsy : Artículo 1.6 - Donde esta el consumo energético
 
ACTIVIDADES ECONOMICAS
ACTIVIDADES ECONOMICASACTIVIDADES ECONOMICAS
ACTIVIDADES ECONOMICAS
 
Investigacion de mercados_evaluacion_final
Investigacion de mercados_evaluacion_finalInvestigacion de mercados_evaluacion_final
Investigacion de mercados_evaluacion_final
 
DIAGRAM. MACHINES & STRUCTURES
DIAGRAM. MACHINES & STRUCTURESDIAGRAM. MACHINES & STRUCTURES
DIAGRAM. MACHINES & STRUCTURES
 
Digital Metrics: What to Measure, How, and Why
Digital Metrics: What to Measure, How, and WhyDigital Metrics: What to Measure, How, and Why
Digital Metrics: What to Measure, How, and Why
 
Cultura física
Cultura físicaCultura física
Cultura física
 
Planificación Energética Territorial (PET) en ciudades Colombianas
Planificación Energética Territorial (PET) en ciudades ColombianasPlanificación Energética Territorial (PET) en ciudades Colombianas
Planificación Energética Territorial (PET) en ciudades Colombianas
 
give the best solutions on training and devlopment
give the best solutions on training and devlopmentgive the best solutions on training and devlopment
give the best solutions on training and devlopment
 
สงครามเย็น
สงครามเย็นสงครามเย็น
สงครามเย็น
 

Similar a futurePROOF: Paid Content

ThinkNow Media™ Explores Streaming and Live TV Habits of Total Market Consumers
ThinkNow Media™ Explores Streaming and Live TV Habits of Total Market ConsumersThinkNow Media™ Explores Streaming and Live TV Habits of Total Market Consumers
ThinkNow Media™ Explores Streaming and Live TV Habits of Total Market ConsumersThinkNow
 
Media audiences
Media audiencesMedia audiences
Media audiencesmolcorm
 
A snapshot of UK Gen Z
A snapshot of UK Gen ZA snapshot of UK Gen Z
A snapshot of UK Gen ZBuzzoole LTD
 
Trust in news sources and opinions on the CBC
Trust in news sources and opinions on the CBCTrust in news sources and opinions on the CBC
Trust in news sources and opinions on the CBCjasonmeyers
 
The MxMIndia-MRSSINDIA Poll on English News Channels
The MxMIndia-MRSSINDIA Poll on English News ChannelsThe MxMIndia-MRSSINDIA Poll on English News Channels
The MxMIndia-MRSSINDIA Poll on English News Channelsmxmindia
 
Digital democracy survey: A multi-generational view of consumer TMT trends
Digital democracy survey: A multi-generational view of consumer TMT trendsDigital democracy survey: A multi-generational view of consumer TMT trends
Digital democracy survey: A multi-generational view of consumer TMT trendsDeloitte United States
 
ThinkNow Media™ Report 2018
ThinkNow Media™ Report 2018ThinkNow Media™ Report 2018
ThinkNow Media™ Report 2018ThinkNow
 
Deloitte Media Consumer Survey 2014 - Australian media and digital preference...
Deloitte Media Consumer Survey 2014 - Australian media and digital preference...Deloitte Media Consumer Survey 2014 - Australian media and digital preference...
Deloitte Media Consumer Survey 2014 - Australian media and digital preference...Francois Van Der Merwe
 
The impact of binge viewing
The impact of binge viewingThe impact of binge viewing
The impact of binge viewingAaron Smolick
 
SmithGeiger Vaccine Research
SmithGeiger Vaccine ResearchSmithGeiger Vaccine Research
SmithGeiger Vaccine ResearchOlivia Kresic
 
The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - A...
The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - A...The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - A...
The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - A...ThinkNow
 
Snapple secondary research
Snapple secondary research Snapple secondary research
Snapple secondary research Narvis Kennel
 
Vorhaus digital and gaming research study 2021
Vorhaus digital and gaming research study 2021Vorhaus digital and gaming research study 2021
Vorhaus digital and gaming research study 2021Michael Vorhaus
 
Think TV - TV Trends
Think TV - TV TrendsThink TV - TV Trends
Think TV - TV TrendsThink TV
 
ThinkNow Research - Mobile Trends Study 2014
ThinkNow Research - Mobile Trends Study 2014ThinkNow Research - Mobile Trends Study 2014
ThinkNow Research - Mobile Trends Study 2014ThinkNow
 
How Are Millennials Getting Their News?
How Are Millennials Getting Their News?How Are Millennials Getting Their News?
How Are Millennials Getting Their News?Wayne Goodreau
 
Media Logic Media Preferences of Older Adults 2023
Media Logic Media Preferences of Older Adults 2023Media Logic Media Preferences of Older Adults 2023
Media Logic Media Preferences of Older Adults 2023Media Logic
 

Similar a futurePROOF: Paid Content (20)

ThinkNow Media™ Explores Streaming and Live TV Habits of Total Market Consumers
ThinkNow Media™ Explores Streaming and Live TV Habits of Total Market ConsumersThinkNow Media™ Explores Streaming and Live TV Habits of Total Market Consumers
ThinkNow Media™ Explores Streaming and Live TV Habits of Total Market Consumers
 
Media audiences
Media audiencesMedia audiences
Media audiences
 
A snapshot of UK Gen Z
A snapshot of UK Gen ZA snapshot of UK Gen Z
A snapshot of UK Gen Z
 
Analysis
AnalysisAnalysis
Analysis
 
Trust in news sources and opinions on the CBC
Trust in news sources and opinions on the CBCTrust in news sources and opinions on the CBC
Trust in news sources and opinions on the CBC
 
The MxMIndia-MRSSINDIA Poll on English News Channels
The MxMIndia-MRSSINDIA Poll on English News ChannelsThe MxMIndia-MRSSINDIA Poll on English News Channels
The MxMIndia-MRSSINDIA Poll on English News Channels
 
Digital democracy survey: A multi-generational view of consumer TMT trends
Digital democracy survey: A multi-generational view of consumer TMT trendsDigital democracy survey: A multi-generational view of consumer TMT trends
Digital democracy survey: A multi-generational view of consumer TMT trends
 
ThinkNow Media™ Report 2018
ThinkNow Media™ Report 2018ThinkNow Media™ Report 2018
ThinkNow Media™ Report 2018
 
Deloitte Media Consumer Survey 2014 - Australian media and digital preference...
Deloitte Media Consumer Survey 2014 - Australian media and digital preference...Deloitte Media Consumer Survey 2014 - Australian media and digital preference...
Deloitte Media Consumer Survey 2014 - Australian media and digital preference...
 
The impact of binge viewing
The impact of binge viewingThe impact of binge viewing
The impact of binge viewing
 
SmithGeiger Vaccine Research
SmithGeiger Vaccine ResearchSmithGeiger Vaccine Research
SmithGeiger Vaccine Research
 
KFM FutureFact 2014
KFM FutureFact 2014KFM FutureFact 2014
KFM FutureFact 2014
 
TV Untethered: Measuring the Shifting Screen
TV Untethered: Measuring the Shifting ScreenTV Untethered: Measuring the Shifting Screen
TV Untethered: Measuring the Shifting Screen
 
The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - A...
The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - A...The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - A...
The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - A...
 
Snapple secondary research
Snapple secondary research Snapple secondary research
Snapple secondary research
 
Vorhaus digital and gaming research study 2021
Vorhaus digital and gaming research study 2021Vorhaus digital and gaming research study 2021
Vorhaus digital and gaming research study 2021
 
Think TV - TV Trends
Think TV - TV TrendsThink TV - TV Trends
Think TV - TV Trends
 
ThinkNow Research - Mobile Trends Study 2014
ThinkNow Research - Mobile Trends Study 2014ThinkNow Research - Mobile Trends Study 2014
ThinkNow Research - Mobile Trends Study 2014
 
How Are Millennials Getting Their News?
How Are Millennials Getting Their News?How Are Millennials Getting Their News?
How Are Millennials Getting Their News?
 
Media Logic Media Preferences of Older Adults 2023
Media Logic Media Preferences of Older Adults 2023Media Logic Media Preferences of Older Adults 2023
Media Logic Media Preferences of Older Adults 2023
 

Último

Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptxChapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptxesiyasmengesha
 
Trauma Training Service for First Responders
Trauma Training Service for First RespondersTrauma Training Service for First Responders
Trauma Training Service for First RespondersBPOQe
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...ISONIKELtd
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Amazon ppt.pptx Amazon about the company
Amazon ppt.pptx Amazon about the companyAmazon ppt.pptx Amazon about the company
Amazon ppt.pptx Amazon about the companyfashionfound007
 

Último (20)

Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptxChapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
 
Trauma Training Service for First Responders
Trauma Training Service for First RespondersTrauma Training Service for First Responders
Trauma Training Service for First Responders
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Amazon ppt.pptx Amazon about the company
Amazon ppt.pptx Amazon about the companyAmazon ppt.pptx Amazon about the company
Amazon ppt.pptx Amazon about the company
 

futurePROOF: Paid Content

  • 1.
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35.
  • 36.
  • 37.
  • 38.
  • 39.
  • 40.

Notas del editor

  1. It seems there’s not a day goes by without some coverage of paid-for content hitting the headlines. Opinions are divided, both in how to do it and also whether to do it in the first place.Inthe paid content corner Mr Murdoch, alongside him we have Ashley Highfield (former project Kangaroo chief who says the BBC should start charging for iPlayer use)In the free content corner – Huffington Post bod Arianna Huffington and Guardian.co.uk editor Emily BellSo where do the masses fall out?
  2. Within FuturePROOF we have covered off willingness to pay for content across a variety of media. Whilst we don’t go into detail re: whether it’s via paywalls, or micropayments, or subscriber clubs (that’s a study in itself!) we can provide some insight at toplinelevel of the demand (or more likely resistance) to paying for content across different media. In essence we found that TV had the highest level of willingness to accept paid channels/content (perhaps not a massive surprise given the abundance of pay-tv options in the market. We found that paid website content and mobile follow this with demand for paid radio and newspaper content even further behind…Let’s look at a couple of these in a bit more detail…
  3. OK, Paid For TV channels and content…
  4. 23% agree (either strongly agree or agree) with statement “I am willing to pay for certain TV programmes or channels if it is something I really want to watch” (n=554). These have A slight skew towards males (53:47)An upmarket profile (57% ABC1).More likely to be at the advanced end of the tech spectrum that trevor mentioned. They are younger than the rejectors – perhaps as a result of being native to the Pay TV generations?<click>(46% fall within Advanced/Leading edge segments compared to 24% of those who won’t pay) – index 192 vs the population as a whole47% are aged 0-34 vs 27% of the rejectors42% are aged 35-64 vs 50% of the rejectors11% aged 65+ vs 22% of rejectors
  5. Despite the relatively positive reaction to paying for TV content we also see 30% of people who would prefer to have advertising than pay for on-demand tv - adopting the Hulumodel if you will. There are another 40% who are floating voters on this subject too…<click>
  6. So, thinking about the two groups, how does the market stack up…<click>Firstly there’s those willing to pay for TV content… this group make up 23% of the population, then those who would prefer advertising…. Another 30% of the population.But what is the relationship between these groups? Is there any cross over between the two?<click>Combining them into one we cover 46% of the population… Within this, we have three separate segments<click>Firstly, those who are happy to pay for content but do not want advertising - this covers 16% of the population<click>Secondly those who would prefer to receive advertising than paying for on-demand content and who don’t want to pay for TV content – 23% of population<click>3. Thirdly there are those who are happy to pay for content to a certain extent but would prefer to have advertising than paying any more for on-demand content – this segment comprises 7% of population as a wholeBreaking with convention I’m going to talk about the second group – the less glamourous bunch who are not willing to pay but will take the ads<click>
  7. So what about these folk who are not willing to pay for TV or on demand content but will accept advertising… This group comprises 23% of the population<click>
  8. This group appears to be fairly closely aligned demographically with the population overall, and less centred on young affluent males like the other groups.They are also less technically developed.They are likely to sit at either end of the tech spectrum and more likely to be in the middle… Mainstream, Medium and Advanced users… Essentially we are talking about the masses rather than your cutting edge…**Indexing at (104), (108) and (110) respectively**<click>
  9. So what do they have in home?Probably the key difference between this group and the others is that they are much more likely to have Freeview on their main set rather than sky (Freeview 54% - index 121) (Sky 33% - index 83). Again this is not particularly surprising perhaps, given their reluctance to pay for content.<click>
  10. Given that they are a bit more of a mainstream group which are fairly closely aligned with the population, the programming they watch is fairly closely aligned to the population as well.Given their reluctance to pay for their TV content though they are unlikely to have a paid premium service such as Sky Sports or Sky Movies. The upshot of this really is that they are less frequent sport viewers (28% - index 80).They are slightly more likely than the population to be watching UK comedy and Documentaries.<click>News – 104UK Drama – 107US Drama – 106UK Comedy – 113US Comedy – 106Documentaries – 114
  11. So that’s TV, but what about the land of newspapers…? In comedy fashion, Rupert Murdoch yesterday tried to pull the rug out from under me with the announcement that he was putting back his deadline for upping paywalls – perhaps he had seen this presentation? Anyway, it’s still a hot topic one way or the other, so what level of resistance is there for paying for newspaper content outside of the printed version?<click>
  12. All in all we saw a pretty mooted response… Only 3% of people agreed that they ‘Would Be Willing To Pay For Newspaper Content Online’ (although given some press reports this week that might actually not be such a poor response).This doesn’t really improve any when looking at Mobile content either – with only 2% claiming that they would be willing to pay to receive content on their mobile…Given the relatively small demand, I’ve combined these groups into a single entity so that we can analyse the data at least a little…
  13. Who are those chosen few willing to pay for newspaper content outside of the printed paper?Again, it’s the younger age groups.Those more au fait with online and technology. Half are aged under 35. However it’s probably worth noting that only relates to 6% of 12-34 year olds so demand is still not huge.Unlike TV though, this group has a heavy Male skew (64:36) and ABC1 skew at a similar levelGiven both the demographics of the group and what they are willing to do, it’s perhaps unsurprising that the majority of this group fall into the more developed end of the tech spectrum.<click>
  14. So what are these people using as their main source of daily news?For the majority it’s TV,but… They are less likely than population as a whole to be using this and other traditional media. Instead they are more likely to be using online. Indeed we see here that there are more people within this group who are using the internet as their main source of news than are using printed newspapers (this does however include the use of newspaper websites).<click>****(5% use newspaper websites - 233; 9% use other sites - 228)***
  15. The relatively low use of newspapers is also backed up by their attitude towards the printed paper…. 28% of those who are prepared to pay for newspaper content agree that newspapers are a thing of the past (index 333)
  16. But let’s face it, who is really going to admit to being willing to pay for newspaper content without seeing what you’re getting for your money? So it’ll not be a massive shock that the numbers are so low.Perhaps of more interest will be to look at those people who are not actively against paying for content. Those people who don’t disagree with the statements. Overall 34% of the population do not outrightreject the idea of paying for either mobile or online newspaper content. Which, all of a sudden sounds like a bit more appealing a market size… (if still somewhat ambitious)<click>
  17. So who are these undecided masses?The core remains within the younger age groups over indexing amongst the under 35s (122). Again it’s amongst those who are at ease with mobile and online content who are least resistant to paying for content.We see a more even gender split amongst this group, though males are still slightly more open to the idea than females.Interestingly this group includes a much higher proportion of C2DEs than we have seen elsewhere. Indeed theyover index slightly on notrejecting paid news content outrightAlthough these non-rejectors are still more likely to fall within the developed end of the tech spectrum there is less of a reliance on these groups than seen amongst those willing to pay right now.<click>****(42% aged<35)********(C2DEs - (39% - 115).)****
  18. This group currently use TV as their main source of news, and are slightly more likely to be users of newspaper websites (index 115) – but this does still represent a very small proportion of this group (3%).They are less reliant on printed papers than the population overall only 15% use newspapers as their main source of daily news (index 85).<click>
  19. So are they reading newspapers at all? Well, yes.Compared to the population overall, non-rejectorsare slightly less likely to read a quality or mid-market paper across the week, but are reading the popular papers - 33% having done so in the last week (index 103).Usage of newspaper websites is still relatively low amongst this group….<Click>***17% have read quality paperin the last 7 days (index 94)*** ***19% have read mid market 19% (index 89)****In terms of newspaper website use and what they are reading… 10% have visited a quality newspaper site (102), 6% have read a popular newspaper site and 4% a mid-market site32% of quality paper readers, 35% of popular paper readers and 30% of mid market readers are non-rejectors of paid content
  20. Finally, a quick look at what these non-rejectors are reading in print and online – so what are the areas to potentially charge for?…For both in print and online, there’s perhaps no shocks in the top two, news and sport. These are almost a given really and given the free alternatives and short life span of their value these are probably not areas that will deliver paying customers to new platforms.Probably more interesting is looking at what people are accessing online and the importance of non-core content. People are using the sites for entertainment (hobby) purposes… it’s the music section, the films, entertainment where people are getting value…It would seem that these are the areas where there are the most hooks for potential to charge for content…
  21. So there we have it, a whistle stop tour of the kind of stuff that futurePROOF could help you look at in the realm of paid for content… by way of a headline summary on paid content….Demand for paid content is generally low – there is a resistance to pay for content that people are already getting for nothingThere is some acceptance of advertising in place of paying for content – and this increases as you move along the technology spectrumPay for TV is one of the more likely areas where people will pay for access to contentThere is widespread resistance to paying for newspaper content either online or on mobile but there are a few folk who don’t reject the idea outright<click>
  22. Looking at those who would rather accept advertising, it is most common amongst the younger age groupsThose “digital natives” who have grown up with the internet and become acclimatised to a (free) ad-funded environment…Again they are young and upmarket. So here you have a ready made sales case… people who want advertising, who are young and affluent…These are a group who are more commonly found at the more developed end of the technology spectrum. Indeed the levels of agreement with the statement actually increase as we progress along each stage of the technology spectrum suggesting this is the way that the future shapers are going… and this is where we could see some growth in the next few months/years<click>36% of those under 35 would prefer to accept adsthan pay for on demand content29% of those aged 35-64 would prefer to accept adsthan pay for on demand content25% of those aged 65+ would prefer to accept adsthan pay for on demand contentGender split: Male (55:45)Social Grade: ABC1 (59:41)Penetration amongst tech spectrum:Laggards: 18% pen (59)Mainstream: 25% pen (82)Medium: 32% pen (105)Advanced Users: 39% (127)Leading Edge: 41% (135)Profile: Laggards: 7%Mainstream: 27%Medium: 26%Advanced Users: 28%Leading Edge: 13%
  23. Looking a bit closer at the first group – those who don’t want ads but are happy to pay for content…<click>
  24. They have a fairly even gender split, but the upmarket skew is evident – 56% of this group are ABC1sThey are a fairly young group with 43% aged under 35 and much less likely than the population overall to be aged 55+ (index 73)This group is heavily skewed towards the upper end of the technology spectrum with 67% in the top 3 segments compared to 56% of the overall population (index 120)<click>
  25. Perhaps unsurprisingly, given the nature of the group, they are more likely to have Pay TV services on their main set – especially Sky. Indeed 60% have Sky on their main set. They are also most likely to be subscribing to premium services such as Sky Sports (39% - an index of 175) and Sky Movies (30% an index of 162)<click>
  26. This is a group who are well up to speed with the latest technologies, 51% have a DVR (Sky+, Freeview+ and the likes) which is an index of 141 vs the overall population. Similarly 21% are enjoying watching in HD (135 index)<click>
  27. So what content are this group watching? (and paying for)… they are more likely than average to be watching US Dramas (118) (Greys Anatomy, House etc), US Comedies (Scrubs) (120) as well as Sport (130) and reality TV (131) – so something for everyone really…Perhaps given what we already know about this group, it’s not a shocker that their favourite channels are heavily skewed towards digital channels – and in particular Sky Channels (Any Sky Channel indexes at 150)This group are happy with what they get on TV and more satisfied than the population overall – no surprise given they are spending money to achieve this!<click>
  28. What about Group 3 then – those folk who are willing to pay for TV content, but would really prefer to receive ads than to pay more for on demand content.This is a smaller group and equates to 7% of the population<click>
  29. We know that they are young – over half of this group aged under 35 (index 162 vs pop) and only 13% of this group are aged 55+. We know that this group are pretty savvy when it comes to technology consumption – 81% are in the top 3 segments of the technology spectrum23% are in the leading edge! An index of 244 vs the population…Perhaps then given their techno know how and age that it’s no surprise they don’t want to pay more for services that they already associate getting for nothing online?<click>
  30. Again (given the nature of the group and acceptance of paying for channels or programmes) this group are likely to have Sky on their main set – 57% do – an index of 144 vs the population. They are also likely to have a DVR on their main set too (41% - index 114)<click>
  31. So, What do they watch on TV? Their tv consumption is relatively similar to that of group 1 – it just seems to be an even younger version. They are still watching US dramas (34% - index 131) and US Comedies (37% - index 165). Still watching Sport (43% - index 123) but are also watching Entertainment (Quiz shows) (38% - index 148) and documentaries (37% - index 124). The main differentiator here seems to be their higher viewing of Music (37% - index 142)This group are also more favourable towards some of the younger channels – E4 seems to be a real favourite here for 32% (167) but again also likely to list Sky channels (51% - index 170) and UKTV channels (32% - index 140) amongst their favourites.This group are the most satisfied with TV – 79% are satisfied<click>
  32. Looking a bit closer at the first group – who don’t want ads but are happy to pay for content…They have a fairly even gender split, but the upmarket skew is still evident – 56% of this group are ABC1sThey are a fairly young group with 43% aged under 35 and much less likely than the population overall to be aged 55+ (index 73)This group is heavily skewed towards the upper end of the technology spectrum with 67% in the top 3 segments.Perhaps unsurprisingly, given the nature of the group, they are more likely to have Pay TV services on their main set – especially Sky (60%). They are also most likley to be subscribing to premium services such as Sky Sports (39% - an index of 175) and Sky Movies (30% an index of 162)This is a group who are well up to speed with the latest technologies, 49% have a DVR on their main set (Sky+, Freeview+ and the likes) which is an index of 146 vs the overall population. Similarly 20% are watching in HD (144 index)So what content are this group watching? (and paying for)… they are more likely than average to be watching US Dramas (118) (Greys Anatomy, House etc), US Comedies (Scrubs) (120) as well as Sport (130) and reality TV (131) – so something for everyone really…Perhaps given what we already know about this group, it’s not a shocker that their favourite channels are heavily skewed towards digital channels – and in particular Sky Channels (index 150)This group are happy with what they get on TV and more satisfied than the population overall – no surprise given they are spending money to achieve this!
  33. What about Group 2 then – those folk who are willing to pay for TV content, but would really prefer to receive ads than to pay more for on demand content.This is a smaller group and equates to 7% of the populationSo, what do we know about them and their tv consumption habits…We know that they are young – over half of this group aged under 35 (index 162 vs pop) and only 13% of this group are aged 55+. We know that this group are pretty savvy when it comes to technology consumption – 81% are in the top 3 segments of the technology spectrumAgain (given the nature of the group and acceptance of paying for channels or programmes) this group are likely to have Sky – 57% do – an index of 144 vs the population. They are also likely to have a DVR on their main set too (39% - index 115)What do they watch on TV? Their tv consumption is relatively similar to that of group 1 – this really just seems to be a younger and less affluent group. They are still watching US dramas (34% - index 131) and US Comedies (37% - index 165). Still watching Sport (43% - index 123) but are also watching Entertainment (38% - index 148) and documentaries (37% - index 124). The main differentiator here seems to be their higher viewing of Music (37% - index 142) and reality TV (20% - index 135)This group are favourable towards some of the younger channels – E4 seems to be a real favourite here for 32% (167) but again also likely to list Sky channels (51% - index 170) and UKTV channels (32% - index 140) amongst their favourites.This group are the most satisfied with TV – 79% are satisfied
  34. Finally, those who are not willing to pay for TV or ondemand content but will accept advertising… This group comprises 23% of the populationBut who are this group? Perhaps one of the key differences between this group and the others is that they are much more likely to have Freeview on their main set rather than sky (Freeveiew 54% - index 121) (Sky 33% - index 83). This group appears to be more aligned demographically with the population overall, 36% under 35, 34% 35-54 and 30% aged 55+This group are also less technically developed, though there is still a bit of a skew towards the top end of the scale – 62% of this group are in the top 3 segments.Given that they are not as willing to pay for TV content and less likely to have Sky in home it follows that they are unlikely to have a paid premium service such as Sky Sports or Sky Movies. This has meant that they are less frequent sport viewers (28% - index 80).
  35. All in all it was a pretty mooted response… Only 3% of people agreed with the statement ‘I Would Be Willing To Pay For Newspaper Content Online’ (although given press reports this week, that might actually be enough for publishers to make decent money)This doesn’t really improve any when looking at Mobile content either – only 2% claiming that they would be willing to pay to receive content on their mobileGiven the relatively small demand, I’ve combined these groups into a single entity so that we can analyse the data at least a little…
  36. Who are those willing to pay for newspaper content?Again it’s the younger age groups. 50% of those willing to pay for newspaper content online or on their mobile are aged under 35. However it should be noted that this does only comprise 6% of 12-34 year olds so the demand is still not huge at this stage. Unlike TV though this group has a heavy Male skew (64:36) and similarly ABC1 skewGiven both the demographics of the group and what they are willing to do, it’s perhaps unsurprising that the majority of this group fall into the more developed end of the techy spectrum.Looking towards the other end the willingness to pay for content is pretty much neglible – amongst mainstream it’s only 3%.
  37. So who are these non-rejectors?
  38. Finally, a quick look at what the non-rejectors are reading in print and in paper and how this differs…