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1、E-Commerce 2017: Business. Technology. Society.,Thirteenth Edition,Chapter 10,Online Content and Media,Slides in this presentation contain hyperlinks. JAWS users should be able to get a list of links by using INSERT+F7,Learning Objectives,10.1 Understand the major trends in the consumption of media
2、and online content, the major revenue models for digital content delivery, digital rights management, and the concept of media convergence.10.2 Understand the key factors affecting the online publishing industry.10.3 Understand the key factors affecting the online entertainment industry.,Cord Cutter
3、s and Cord Shavers: The Emerging Internet Broadcast System (I B S),Class DiscussionDo you subscribe to any online video streaming services? If so, which ones?What sites have given you the best overall viewing or entertainment experience, and why?What are the advantages of watching traditional televi
4、sion over watching online T V and films?,Trends in Online Content (1 of 2),Mobile platform accelerates the transition to digital contentDistributors become significant players in content production businessContinued growth of online video and musicE-book sales growth slowsDigital music sales top phy
5、sical salesConsole games flatten as mobile games soar,Trends in Online Content (2 of 2),Four Internet titans compete for ownership of online content ecosystem: Apple, Google, Amazon, and FacebookNetflix the largest consumer of bandwidthCloud storage serves huge market for mobile device contentF C C
6、issues new net neutrality rulesTime spent with digital media exceeds time spent with television,Content Audience and Market,Average American adult spends 4,300 hrs/yr consuming various media2015 U.S. entertainment and media revenues (online and offline): $262 billion50% U.S. population watches T V o
7、nlineDesktop and mobile use: 5.7 hrs/day80% television users multitask,Figure 10.1 Annual Media Consumption,Insight on Society: Are Millennials Really All That Different?,Class discussion:What are some of the defining socioeconomic and behavioral patterns of Millennials?In what ways does the hard ev
8、idence about Millennials not fit stereotypes about them?Why are Millennials so sought after by advertisers?Do you self-identify as a Millennial? Why or why not?,Internet and Traditional Media,Cannibalization vs. complementaryDoes time on Internet reduce time spent with other media?Massive shift of a
9、udience to Web, tablets, smartphonesTelevision viewing, music consumption remains strong, reading has increasedImpact of Internet:Increase in total demand for media, including traditional products like booksPhysical products replaced by digital,Figure 10.2 Media Revenues by Channel,Digital Content R
10、evenue Models,Online content delivery revenue modelsSubscriptionA la carteAdvertising supported (free/freemium)Free content can drive users to paid contentUsers increasingly paying for high-quality, unique content,Figure 10.3 Online Content Consumption 2015,Free or Fee,Early years: Internet audience
11、 expected free content but willing to accept advertisingEarly content was low qualityWith advent of high-quality content, fee models successfuliTunesMillions of users buy from legal music sitesYouTube cooperating with Hollywood and New York film production studios,Digital Rights Management (D R M),T
12、echnical and legal means to protect digital content from unlimited reproduction and distributionD R M hardware and software encrypts contentStreaming contentDifficult to copyWalled garden,Media Industry Structure,Three separate segmentsPrintMoviesMusicEach dominated by few key players with little cr
13、ossoverTransmission industry highly oligopolisticTwo dominant players in each distribution marketA T Comcast and Time Warner,Media Convergence,Technological convergenceHybrid devicesContent convergenceThree aspects: Design, production, distributionNew tools for digital editing and processingIndustry
14、 convergenceMerger of media enterprises into firms that create and cross-market content on different platforms,Figure 10.5 Convergence and the Transformation of Content: Books,Online Publishing Industry,$93 billion based originally in print, moving rapidly to InternetThree segmentsOnline newspapersE
15、-booksOnline magazines,Online Newspapers,Most troubled segment of publishing industryRevenues shrunk from $60 billion in 2002 to about $30 billion in 2015Four factors in declineGrowth of Web, mobile devices as alternative mediumAlternative digital sources for newsFailure to develop suitable new busi
16、ness modelsRise of social media and role of directing traffic to newspaper content,Figure 10.6 Newspaper Revenues 19802015,Figure 10.7 Online Newspaper Models 1995-2016,Online Newspaper Industry: Strengths and Challenges,Strength: Newspaper audience size and growthChallenge: Digital ad revenueStreng
17、th: Content is kingChallenge: Finding a revenue modelChallenge: Growth of pure digital competitorsChallenge: Can newspapers survive digital disruption,Insight on Business: Vox: Native Digital News,Class discussion:How do you read news online? Which sites do you prefer, and why? Have you visited any
18、Vox sites?How are all digital news sites changing journalism?What unique qualities have made Vox Media be seen as the future of digital news publishing?,Magazines Rebound,Physical magazine circulation falls after 2001Exception is special interest magazinesDigital replica magazinesAd revenue growingT
19、otal audience size increasingPopular websites drive traffic to online magazinesThe New Yorker Today appiPad Subscription ServiceMagazine aggregators,E-Books and Online Publishing,E-book sales have exploded in recent years$7.6 billion in 201626% of all consumer book salesNew channel for self-publishi
20、ng authorsHugh Howeys Wool (2013)Major publishers still dominant source of book contentWhile some large bookstore chains have disappeared, small independent bookstores have grown 27% since 2009.,Amazon and Apple: The New Digital Media Ecosystems,E-book hardware, software, combined with online megast
21、oresAmazon Kindle: Linked to Amazon store and cloud storageApple iPad: Multipurpose tablet, linked to Apple storesAuthors able to bypass traditional agent, publisher channels,E-Book Business Models,E-book industry compositionIntermediary retailers (booksellers), traditional publishers, technology de
22、velopers, device makers (e-readers), vanity pressesWholesale modelRetailers pay wholesale price and establish retail priceAgency modelDistributor as agent must charge publishers retail priceApple and book publisher price-fixingAmazon vs. Hachette,Challenges of E-Book Platform,Control over pricingAma
23、zon controls largest market share for e-booksAmazons own book publishing brandFurther evolution of digital distribution platformKindle Unlimited subscription serviceDigital marketplace exchanges for peer sharing of digital filesConverging technologiesInteractive books, iBook Author, iBook Textbooks,
24、Figure 10.12 E-Book Sales,Online Entertainment Industry (1 of 2),Four traditional players, one newcomerTelevisionRadio broadcastingHollywood filmsMusicGames (new arrival),Online Entertainment Industry (2 of 2),Internet is transforming industry:Mobile devicesSocial networks featuring video streamingD
25、ownload and streaming servicesGrowth in broadband accessClosed streaming platforms reduce need for D R MEmergence of very large-scale, integrated technology media companies Amazon, Google, Apple, and Netflix,Figure 10.14 Projected Growth in Online Entertainment,Television,Transition to new Internet
26、delivery platformsStreaming and downloading servicesO T T: Over-the-top (Internet) deliveryMobile platformBinge watching vs. linear T VSocial T VF C C sproposed “open set top box plan”Social network influencesUncertain future for cable T V growth,Feature-Length Movies,Hollywood maintaining control o
27、f content creation, delivery, and revenueD V D s, rental D V D sElectronic Sell Through (E S T) downloading moviesSubscription streamingVideo On Demand (V O D)ChallengesDigital formats produce less revenue than physicalPressure to change release windowsGrowing strength of online movie distributors l
28、ike NetflixSites streaming or providing downloads of pirated content,Figure 10.17 Major Online Movie Distributors,Insight on Technology: Hollywood and the Internet: Lets Cut a Deal,Class DiscussionWhat challenges has the Internet posed to traditional Hollywood movie distribution? What is the biggest
29、 challenge?Can Internet distribution work with the “release window” strategy?Do you think Hollywood is doing a better job of protecting its content than the music industry?What is the most realistic and profitable path forward for the Hollywood film industry?,Music,Most disrupted of content industri
30、esMove from physical to digital productDistributor market dominated by Apples iTunesDigital revenues: 70% of all revenuesTwo types of digital music servicesStreaming subscription services (Internet radio)Digital download (download to own)Increasingly uses cloud storage33% of all digital music indust
31、ry revenue,Figure 10.18 U.S. Music Revenues: Digital Vs. Physical,Games,Online gaming has had explosive growthPokemon GOMobile platformTypes of digital gamersCasualSocialMobilefastest growing marketMassively multiplayer online (M M O)ConsoleBusiness models in fluxE-sports, Twitch.tv,Figure 10.21 Online Gaming Audience,
