MKTG-UB 20 Lecture Notes - Lecture 12: Louis C.K., Cord-Cutting, Crowdsourcing
2 Nov 2017
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Document Summary
When something outperforms the better known entity that brought it into the mainstream. Embrace niches - aggregate dispersed audiences since space geography is no longer an issue. Cut the price in half, now lower it. Price according to digital costs, no physical ones. Use recommendations to drive demand down the long tail. Hits still matter in attracting customers in the first place. Time: immediacy to see + long tail. Differential pricing: buy a ticket, rent a dvd, see free on tv. Exclusivity: only see it here competitive effect. Factors that ushered in the digital distribution revolution . Googlization of the world - proving the web can be monetized. The youtube & hulu generation, instant streaming, & the emergence of video- on-demand (vod) Implementation of reliable, flexible digital rights management (drm) technology. Video ipod, iphone, app store, tablets, ott boxes & devices. Traditional distributors, not pirates, legally making the market. Mass market adoption of high-speed internet & wireless internet.
