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

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Presentation transcript:

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

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 + 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

Likelihood to pay Preferred content by screen TabletSmartphonePC o laptopOn 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

eMarketer.com/ Rovi Corporation / Consumer Mobile Streaming Survey, 2013

Lessons from the Entertaiment Industry

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 Amazon PrimeFrom $2.99 to month Netflix$7.99 (2 screens, 6 dev) $11.99 (4 screens) 1 movie purchase iTunes or Amazon (HD or not)From $ weekly premium FTimes $ weekly online NYTimes$3.45 Figure 18: L. Corredoira, S. Sood

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

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 kids

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)

Connecting online users From the NYT.com to Netflix

Connecting online users From the NYT.com to the Theatre

Magazines and music