Almost two thirds of media executives (63%) polled by Accenture say that the biggest driver of revenue growth over the next five years will be putting content on multiple screens, with short-form content picked as the biggest growth area.
That is according to the consulting firm's annual survey of more than 100 media executives.
In good news for ad-supported networks, about the same percentage (62%) say that advertising will remain the top business model for the media, with only 25% saying it would be subscription services and far fewer--only 11%--saying it will be pay-per-play. Over half (52%) said that digital ads will replace traditional advertising within five years.
The results of this survey pretty much support my thinking. Pingar's ambition is to provide high quality, premium content to users at no cost. This model is based entirely on an ad-supported strategy.
Users want it. And so it appears do advertisers.
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