This document discusses lessons that can be learned from the entertainment industry for meeting new readers and subscribers. It provides data on paid digital subscribers for movies, TV, sports, music, and news in the US. Key lessons discussed include: - Making content widely available across multiple platforms and devices. - Extending the life of content through new copyright licensing models. - Experimenting with various pricing models from transactional to subscriptions. - Focusing on usability, flexibility, and easy unsubscribing to prioritize the consumer experience. - Bundling content and services to provide better value to users. - Connecting online platforms to drive traffic between different types of content and experiences both online and offline

1. Meeting new Readers
Lessons from
the Entertaiment
Industry
Loreto Corredoira
Sanjay Sood
Center for MEMES, UCLA
Presented at ISOJ, UT Austin, 2014

3. The House of Cards effect

4. The Digital Consumer Segment

5. MOVIES (STREAMERS)
Approx. 80 MILL.
Netflix 44
Hulu 5
iTUNES 20
Amazon Prime 10
U.S. Paid Digital Content Subscribers

6. 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

7. 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

8. 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

9. Lessons from the Entertaiment
Industry

10. Availability

11. Availability

12. New Copyright Licensing

14. Extend the life of the product

15. 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

16. 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

17. Consumer matters
Upgrading services . Users Policies
Flexibility . Easy unsubscription

18. Usability

19. To be in the new living room

20. Bundling
Why not?
Free with a Phone Plan
- 1 year of LA Times
- 30 ebook
- A magazine per month
- Access to database for kids

21. 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)

22. Connecting online users
From the NYT.com to Netflix

23. Connecting online users
From the NYT.com to the Theatre

24. Magazines and music