Rapid digitisation and the market power of the tech giants have dramatically changed the environment for the media industry. While the new technical possibilities offer opportunities for innovative new offers, distribution channels and revenue sources, traditional business models are being questioned or have already collapsed. Only media providers who do not merely react to these changes, but anticipate them, understand them deeply and actively shape them through clever strategies can survive in this challenging environment and successfully exploit market opportunities.
Even if users can be reached via more and more digital channels and parallel media use is increasing: The attention of users is and remains a scarce commodity for which a multitude of providers vie – with gripping journalism, diverse entertainment and attractive forms of advertising. The better one understands the needs, interests and concrete media usage behaviour of the various target groups, the better one succeeds in actually addressing them, be it to generate reach or as paying customers. Methodologically sound media research by intervista provides you with the relevant insights.