Windowing television content: lessons for digital business models

Glenn Parry, Ganna Pogrebna, Ferran Vendrell-Herrero

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)
167 Downloads (Pure)


This paper investigates whether and to what extent a strategy where content is made available to consumers through different channels over time, named Windowing business models, may be appropriate for releasing television programmes. By initially exposing consumers to a controlled quantity of free content greater value can be captured at later stages as 55% of these consumers are 13-20% more likely to become paying subscribers. Results confirm that there is a market for successful distribution of television content using a Windowing strategy.
Original languageEnglish
Pages (from-to)151-160
JournalStrategic Change
Issue number2
Publication statusPublished - 26 Mar 2018

Bibliographical note

This paper might be used for an impact case with a British broadcasting multinational


  • business models
  • windowing
  • digital piracy
  • television


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