It had to happen one day. The "passive" television audience is standing up, holding their remote channel changers high and demanding, as if in one voice, participation and control.
Via eMarketer
January 31st, 2007 at 9:04 am
A New Breed of TV Viewers
According to the "Online TV and Video: Beyond User-Generated Content" report, published by Informa Telecoms & Media, legitimate online TV and video services will generate worldwide revenues of $6.3 billion in 2012, almost 10 times the 2006 figure.
In the US alone, revenues are forecast to rise from $538 million in 2006 to nearly $4 billion in 2012.
The reason for the growth? A virtual entertainment consumer revolution.
"The TV business has already acknowledged some of the changes and is pushing concepts such as on-demand and digital video recorders," said Simon Dyson, co-author of the report. "The rise of online TV and video is another step that tips the balance of power towards the consumer."
Informa claims the trend toward online TV and video is symptomatic of wider cultural changes — a new "breed" of consumer is emerging, impatient with the passive model of traditional TV programming and delivery.
"These trends are now so pronounced, that the term ’social revolution’ no longer seems too much of an exaggeration," said Adam Thomas of Informa. "With social change occurring on such a large scale, traditional media companies are being forced to change their behaviour and business models to adapt their offering to consumer demand."
And then he added, "The challenge for the TV industry is to monetise this massive interest in online content."
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