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Consumer Adoption

Let us turn our attention now to the end users and consumers.

I will begin by scoping out the audiences to which the networks reach, and the typical audiences that demand content from these networks, and through this attempt to examine a little about what “audience” means in various different contexts.

We must talk about the traditional ratings companies and audience measurement as it has existed throughout the history of - in particular - radio and television for many years. I have some pretty challenging views about this - some may consider them to be potentially into the realms of “conspiracy theory” - but I also think it is critically important to consider those potential counters to the common thinking to, if nothing else, validate the value of the status quo - should you maintain that the status quo is valid.

I will explain why this audience measurement is a complex beast, and why that complexity has caused problems for widespread adoption of streaming, and why that has led to my “conspiracy theory”!

We will look at various sets of data, and explore the schisms and niches that divide the audiences. I will introduce some small but real examples that caused me to challenge some of the current belief, and also look at some predictions of others, particularly with regard to new adoption among the so-called millennial and native Internet users.

I will also explore the “device effect,” returning to the topic of formats and the impact video formats (in particular) are having on network architecture from core to device.

Finally I will touch on social media influences, curation, and discovery and make a short comment about piracy.

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