The Paywall Paradox Ring Fencing Advertising’s Most Valuable Consumers
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The 20,000 Foot View
Music and video subscribers are the most influential technology and brand advocates amongst their peer groups and are therefore the most valuable users for advertisers and brands to reach. They are consuming progressively more content behind paywalls, which, as predominately ad-free spaces, represents a growing challenge for marketers. These consumers are also driving growth in social e-commerce and voice-activated devices, which, though still embryonic in development, will grow into more sophisticated and efficient sales tools for brands. To capitalise on this rapid evolution of the digital commerce ecosystem, marketers have to adopt a new two-fold methodological approach to engage these difficult to reach but critically valuable consumers.
Key Insights
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of consumers like to be the first to try out new technology and services, rising to of Amazon Prime Video weekly active users (WAUs) and of Apple Music subscribers
of consumers are sought by others for tips on music and TV shows, rising to of Netflix WAUs and of Apple Music subscribers
of consumers skip online ads, rising to of Spotify Premium subscribers
of consumers use voice control on a phone or home device every day, rising to of Amazon Prime Video WAUs and of Apple Music subscribers
of consumers do not skip ads deemed relevant to them, rising to of Amazon Prime Video WAUs and of Spotify Premium subscribers
- Apple Music subscribers are the most likely consumers to actively seek out messages from brands they want to hear of consumers follow their favourite brands on social media, rising to of Amazon Prime Video WAUs and of Apple Music subscribers