Friday, March 16, 2012

Kids research special: Paying for content

newmediaage reporting:
Kids are going to YouTube for music frequently, making it the first place they visit to listen to music.
The dominance of YouTube has grown between the time that new media age and Discovery conducted the research last year. The reason for this is largely because it is free and easily sharable with friends because, unlike a lot of streaming services, you aren’t required to have an account or sign in to view most of the content.
The trend towards streaming means that there is little to no emotional attachment to owning music, with many kids not knowing what the first song they bought or downloaded was.
Mobile could be the key to encouraging kids to pay for music.
The ease at which kids can buy from iTunes via iPhones and iPod Touches does mean that kids are more likely to pay for music. According to Discovery, their research suggests that kids are spending £4.60 on average a month on music downloads from iTunes.
Alan Hathaway from Discovery said, “ This is largely due to Apple’s simple interface, the other providers do not have the same hold. Those with an Apple device had a different value for content because the integration of paying is so easy and intuitive, so paying for content comes hand in hand with consuming it.”
Film is becoming the new music for content piracy.
While music is often held up as having the most serious issues when it comes to piracy, Discovery have found that streaming is having a positive impact on kids. They largely had no use for illegal file-sharing sites such as Limewire and the use of them was down considerably from last year.
The appetite for free, pirated film content has, however, grown over the past year and is the main reason that kids now use illegal means of finding content.
Catch up is more prevalent than linear viewing.
http://www.nma.co.uk/4000669.article?cmpid=NMAE01&cmptype=newsletter&email=true 

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