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Meeting new Readers
Lessons from
the Entertaiment
Industry
Loreto Corredoira
Sanjay Sood
Center for MEMES, UCLA
Presented ...
The House of Cards effect
The Digital Consumer Segment
MOVIES (STREAMERS)
Approx. 80 MILL.
Netflix 44
Hulu 5
iTUNES 20
Amazon Prime 10
U.S. Paid Digital Content Subscribers
MOVIES (STREAMERS)
Approx. 80 MILL.
Netflix 44 + Hulu 5 +
iTUNES 20 +
Amazon Prime 10
SPORT
MLBAM 3+ million
Fox Soccer + ...
Likelihood to pay
Preferred content by screen
Tablet Smartphone PC o laptop On TV
Movies
TV Shows
UGC (YouTube)
News
Music...
0%
5%
10%
15%
20%
25%
30%
35%
40%
Types of Content Streamed by US Mobile and Tablet Video
streamers (January 2013)
Celulla...
Lessons from the Entertaiment
Industry
Availability
Availability
New Copyright Licensing
Extend the life of the product
Pricing
Entertainment Price in the U.S.
1 movie ticket at the theatres $15 (8.35 AVERAGE)
1 movie rental at iTunes or Amaz...
Payment models
NEWS SERVICES TYPES
Transactional
A la carte
Micropayments
Subscription models
(Occasional or sporadically ...
Consumer matters
Upgrading services . Users Policies
Flexibility . Easy unsubscription
Usability
To be in the new living room
Bundling
Why not?
Free with a Phone Plan
- 1 year of LA Times
- 30 ebook
- A magazine per month
- Access to database for k...
If the newspaper industry had theme
music in 2013, it might use “Been down
so long it looks like up to me” the much-
recyc...
Connecting online users
From the NYT.com to Netflix
Connecting online users
From the NYT.com to the Theatre
Magazines and music
Corredoira sood
Corredoira sood
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Corredoira sood

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ISOJ 2014

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Corredoira sood

  1. 1. Meeting new Readers Lessons from the Entertaiment Industry Loreto Corredoira Sanjay Sood Center for MEMES, UCLA Presented at ISOJ, UT Austin, 2014
  2. 2. The House of Cards effect
  3. 3. The Digital Consumer Segment
  4. 4. MOVIES (STREAMERS) Approx. 80 MILL. Netflix 44 Hulu 5 iTUNES 20 Amazon Prime 10 U.S. Paid Digital Content Subscribers
  5. 5. MOVIES (STREAMERS) Approx. 80 MILL. Netflix 44 + Hulu 5 + iTUNES 20 + Amazon Prime 10 SPORT MLBAM 3+ million Fox Soccer + Gol TV + ESPN (n.a) DIGITAL NEWS The NYT 727,000 The WST 903,012 MUSIC Pandora One 2.5 mill Spotify 1 + iTunes Radio 1 U.S. Paid Digital Content Subscribers
  6. 6. Likelihood to pay Preferred content by screen Tablet Smartphone PC o laptop On TV Movies TV Shows UGC (YouTube) News Music videos Short videos clips UGC Full-length movies (72%) Live content (68%) L. Corredoira/S. Sood Data from Accenture, DigitalSmith and eMarketer
  7. 7. 0% 5% 10% 15% 20% 25% 30% 35% 40% Types of Content Streamed by US Mobile and Tablet Video streamers (January 2013) Celullar owners Tablet owners eMarketer.com/ Rovi Corporation / Consumer Mobile Streaming Survey, 2013
  8. 8. Lessons from the Entertaiment Industry
  9. 9. Availability
  10. 10. Availability
  11. 11. New Copyright Licensing
  12. 12. Extend the life of the product
  13. 13. Pricing Entertainment Price in the U.S. 1 movie ticket at the theatres $15 (8.35 AVERAGE) 1 movie rental at iTunes or Amazon Prime From $2.99 to 6.99 1 month Netflix $7.99 (2 screens, 6 dev) $11.99 (4 screens) 1 movie purchase iTunes or Amazon (HD or not) From $6.99 1 weekly premium FTimes $10.95 1 weekly online NYTimes $3.45 Figure 18: L. Corredoira, S. Sood
  14. 14. Payment models NEWS SERVICES TYPES Transactional A la carte Micropayments Subscription models (Occasional or sporadically readers) Per issue Per news Per day (Readers) Paper + free online Only paper online Premium content : - online + special newsletters - online + music + video Figure 19: L. Corredoira
  15. 15. Consumer matters Upgrading services . Users Policies Flexibility . Easy unsubscription
  16. 16. Usability
  17. 17. To be in the new living room
  18. 18. Bundling Why not? Free with a Phone Plan - 1 year of LA Times - 30 ebook - A magazine per month - Access to database for kids
  19. 19. If the newspaper industry had theme music in 2013, it might use “Been down so long it looks like up to me” the much- recycled line from a 1920s blues song. (Edmons, Guskin, Mitchell and Jurkowitz from the Pew Internet Research Center)
  20. 20. Connecting online users From the NYT.com to Netflix
  21. 21. Connecting online users From the NYT.com to the Theatre
  22. 22. Magazines and music

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