A survey of media executives conducted by Myers Publishing LLC and underwritten by video monitor Teletrax predicts that broadband will continue to make significant inroads in the next five years but that the majority of viewers as well as revenue will remain with traditional TV.
The results of the survey were released on Tuesday 27 November at a panel discussion “Economics of the New Television Marketplace” that featured execs from Turner Broadcasting, NBC Universal, Digitas and Google.
The “Digital Video Barometer” survey of more than 270 industry executives find that 90% believe that Internet distribution will account for at least 40% of all video content by 2012. 23% believe the Internet will account for 60% of content while 9% think that the Internet will have 80% of video share.
But most don’t think TV is going away anytime soon. Two-thirds thought TV would have at least 60% of all video consumption till 2012 at least.
“Most of the dollars are going to go into television even then,” said Peter Winkler, chief marketing officer at Teletrax.
Of the people who responded 55% said digital rights management should go out the door in favor of tagging while still distributing freely.
Source: The Hollywood Reporter
