Windowing television content:: lessons for digital business models

Glenn Parry; Ganna Pogrebna; Ferran Vendrell-Herrero

doi:10.1002/jsc.2190

Windowing television content: lessons for digital business models

Glenn Parry
, Ganna Pogrebna
, Ferran Vendrell-Herrero

Research output: Contribution to journal › Article › peer-review

3 Citations (Scopus)

311 Downloads (Pure)

Abstract

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 language	English
Pages (from-to)	151-160
Journal	Strategic Change
Volume	27
Issue number	2
DOIs	https://doi.org/10.1002/jsc.2190
Publication status	Published - 26 Mar 2018

Bibliographical note

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

Keywords

business models
windowing
digital piracy
television

Access to Document

10.1002/jsc.2190Licence: None: All rights reserved

Parry_et_al_Windowing_television_content_Strategic_Content_2017
This is the peer reviewed version of the following article: Parry, G., Pogrebna, G., Vendrell-Herrero, F. (2017) “windowing television content: lessons for digital business models'', which has been published in final form at (DOI). This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving.
Accepted author manuscript, 827 KBLicence: Other (please specify with Rights Statement)

https://onlinelibrary.wiley.com/doi/full/10.1002/jsc.2190Licence: None: All rights reserved

Cite this

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title = "Windowing television content:: lessons for digital business models",

abstract = "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. ",

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