po polsku
source: Deloitte, TMT Predictions 2018The TMT Predictions 2018 report by Deloitte experts forecasts that by the end of 2018, half of adults in developed countries will have at least two online media subscriptions, increasing to four by 2020. The cost of these subscriptions, primarily covering television, movies, music, news, and press, will average below $10 per month in 2018. The global subscriber count is projected to reach 350 million people, with 580 million subscriptions, most of which will be VoD (375 million).
Up to 20% of adults in developed countries will subscribe to, or have access to, at least five paid online media subscriptions, and by 2020, this figure could rise to ten.
- "The subscription model has been long known in traditional media, such as print magazine subscriptions. Now, we are witnessing its growing popularity online due to several factors," says Jakub Wróbel, Senior Manager in Deloitte`s Consulting Department. - "The primary drivers are increasingly attractive content available on multiple devices and a growing customer base willing to pay for it."
This trend is also supported by technological advancements and faster internet connections. In Poland, recent years have seen the growth of video services like Netflix, Player.pl, and ShowMax, which also invest in local productions. The trend of "binge-watching," where entire seasons of shows are available at once, allows viewers to spend hours watching on TVs, computers, or phones without interruption.
According to Deloitte’s research, this trend is especially prevalent among millennials, where:
- 90% admit to binge-watching,
- and 38% do so regularly (data from U.S. viewers).
- "As this trend continues, content providers and advertisers will look for ways to leverage it to better reach customers. At the same time, we can expect an increase in content suitable for binge-watching," comments Jakub Wróbel.
The End of Advertising in Media? A Bold Prediction
According to the authors of the "TMT Predictions 2018" report, as media reach increases, revenue per reader, viewer, ad impression, or click is decreasing. Deloitte experts emphasize that, in this situation, some publishers see attempts to generate revenue from online advertising as a waste of time. Consequently, content creators may focus on increasing subscription revenues and creating more varied, audience-specific subscription packages.
This shift is supported by research on ad-blocking trends. Deloitte experts estimate that, by 2018, 10% of adults in North America will engage in at least four simultaneous ad-blocking actions on computers and mobile devices, reflecting a condition known as “ad-phobia.”
Data from 2017 published by Page Fair reveals that:
- Ad-blocking software is installed on 615 million devices worldwide
- 11% of global internet users block ads
- Global ad-block usage increased by 30% in one year
In Poland, ad-block usage reached 33% among internet users in 2017, placing Polish users among the highest in the world for ad-block adoption.
COMMERCIAL BREAK
New articles in section Media industry
Information laundering. Russian propaganda returns as news from China
KFi
Russian intelligence agencies use complex tactics to mask the primary source of their harmful narratives. Patrycja Krzyśpiak from NASK details this dangerous process of information laundering in a recent report.
Health disinformation on the internet. Diagnosis from an algorithm
Katarzyna Czechowicz
Health disinformation can cause a cancer patient to see a doctor when it is too late for effective treatment. It can also undermine trust in doctors and public institutions. As a result, people may refuse to cooperate even during a real external threat, experts warn.
Feminatives are not a given. How Polish women talk about their professions
SWPS
Polish women still rarely use female job titles. This comes from the latest report by the Center for Research on Social Relations at SWPS University. Women's professional activity proved to be a significant factor in using feminatives.
See articles on a similar topic:
Disinformation ranks above terrorism as global threat
KFi
According to "International Opinion on Global Threats" by Pew Research Center, a median of 72% of adults across 25 countries view the spread of false information online as a major threat to their country. That number places disinformation at the very top of perceived global dangers.
Paid journalistic content. Market trends and forecasts by Reuters Institute
Krzysztof Fiedorek
Only 18 percent of internet users pay for online news access, and the rate has not increased for the third year in a row. Norway sets records with 42%, while Greece does not exceed 7%. Globally, nearly one in three subscribers cancels after a year.
Clickbait Uncovered. How Online Headlines Evolved Over 25 Years
Krzysztof Fiedorek
Researchers from the Max Planck Institute analyzed 40 million headlines from the past 25 years. They are getting longer, more emotional, and negative, with a clear influence of clickbait style. Even reputable media use strategies and tricks to grab attention.
User Generated Content. A minefield for journalists and media
Krzysztof Fiedorek
Over 40% of internet users judge information credibility by likes and views. Only 20% use traditional news channels as a main and first source. A Reuters Institute report highlights the scale and risks of User Generated Content and offers advice on how media can avoid falling into its trap.
