Skip to main content

Test: Perceived Value of High-Quality Content

Recently, Nielsen conducted a global survey of more than 27,000 consumers in 54 countries to examine attitudes about paying for online content -- and to determine which content types people were most willing to buy.

The study findings uncovered that consumers are either "willing to pay" for online content, or are "open to increased advertising" by content sponsors -- but that attitudes vary greatly by geography, demographics and content type.

Nielsen believes that people have therefore shown a higher propensity to pay for music, movies, games and "professionally produced" video -- in contrast to podcasts, blogs or consumer generated video.

Nielsen says this now validates that people still place more value on content produced by "professionals" than by others. Likewise, people are more inclined to buy what they already pay for, rather than on what they currently get for free.

Moreover, Nielsen concludes that while people are more willing to pay for professional content than the "amateur" equivalent, the reality shouldn't be taken for granted -- because not all content is created equal.

I think that we're all agreed, on the last part. Perceived quality matters.

However, I'm wondering if Nielsen has perhaps misinterpreted the findings. Meaning, people are likely willing to pay for what they consider to be high-quality content, regardless of the status of the producer.

In fact, if someone is prepared to pay you for content that you produce, then surely by definition you are a professional. Most entrepreneurs, and especially the young ones, might find the traditional definition of a "professional content producer" to be somewhat obsolete.

Over time, I believe that big-media companies may easily make erroneous assumptions about their potential customer's propensity to buy what they produce. Unfortunately, misinterpreted market research may contribute to their misguided belief that people place a high value on all their content.

Meanwhile, Rupert Murdoch apparently feels compelled to test his hypothesis -- that people will pay him when he removes his content from the current advertiser-supported or sponsor-supported online business model. Once it's put to the test, this will be a very illuminating experiment.

Popular posts from this blog

IoT Device Management Demand Gains Momentum

More forward-thinking CIOs and CTOs are focused on the adoption of the Internet of Things (IoT). Management challenges are top of mind for those who have already deployed a large number of sensors and associated network edge devices. Device management services are evolving in response to a greater breadth of new device technologies such as edge intelligence and related connectivity solutions, as well as the customer scalability and security of IoT deployments. But forward-looking suppliers are also preparing for a world where 41.3 percent of the connected devices will be using some form of Low Power Wide Area (LPWA) technologies by 2026. IoT Device Management Market Development Since IoT customers increasingly need to manage a larger fleet of connected devices, ABI Research now forecasts that IoT device management services will exceed $36.8 billion in revenues by 2026. Standardization is beginning to play a bigger role in device management services, as more connected devices use LPWA t

Anywhere, Anytime Workplace Demand for SASE

The ongoing adoption of flexible working models within the enterprise market has significant implications for typical IT organizations that must now support knowledge workers and front-line employees that operate outside the corporate network perimeter. The global COVID-19 pandemic created IT networking and security challenges. The expansion of the distributed workforce, an increasing reliance on cloud computing infrastructure, and the requirement to securely connect online employees -- wherever they choose to work, at any given moment in time. Legacy IT solutions that have rigid network underlays and a requirement for on-premises infrastructure cannot adequately deal with these trends. This 'Anywhere, Anytime Workplace' led to demand for new Secure Access Service Edge (SASE) solutions, with networking and security delivered as-a-service. Anywhere, Anytime Workplace Market Development   Although converging networking and security capabilities offer enterprises a promising solut

Cloud Edge Computing Demand Continues to Grow

Public cloud computing solutions are moving closer to the edge of networks where CIOs and CTOs are hosting new apps. The edge journey is well underway for forward-looking organizations as they seek to connect with customers, improve operational efficiency, and adopt digital business technologies to drive innovation. The latest worldwide market study by International Data Corporation (IDC) found that three-quarters of organizations plan to increase their edge computing spending over the next two years with an average increase of 37 percent. A combination of factors is driving this increased spending at the edge. Cloud Edge Computing Market Development The performance requirements of expanding workloads and new use cases that leverage artificial intelligence (AI) and machine learning (ML) demand greater compute capacity at the edge. In addition, the amount of data being stored in edge locations are rapidly expanding, and organizations plan to keep this data longer. As a result, the numbe