Windowing television content: Lessons for digital business models

Parry, Glenn; Pogrebna, Ganna; Vendrell-Herrero, Ferran

Abstract

© 2018 John Wiley & Sons, Ltd. There is a market for successful distribution of television content using a Windowing strategy. This article investigates if a strategy where content is made available to consumers through different channels over time, a “Windowing” business models, is appropriate for releasing television programs. 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.

Citation

Parry, G., Pogrebna, G., & Vendrell-Herrero, F. (2018). Windowing television content: Lessons for digital business models. Strategic Change, 27(2), 151-160. https://doi.org/10.1002/jsc.2190

• Journal Article Type: Article
• Acceptance Date: Jul 15, 2017
• Publication Date: Mar 1, 2018
• Deposit Date: Jul 24, 2017
• Publicly Available Date: Sep 26, 2018
• Journal: Strategic Change
• Print ISSN: 1099-1697
• Electronic ISSN: 1099-1697
• Publisher: Wiley
• Peer Reviewed: Peer Reviewed
• Volume: 27
• Issue: 2
• Pages: 151-160
• DOI: https://doi.org/10.1002/jsc.2190
• Keywords: business models, windowing, digital piracy, television
• Public URL: https://uwe-repository.worktribe.com/output/875494
• Publisher URL: https://doi.org/10.1002/jsc.2190
• Additional Information: Additional Information : This is the pre-peer reviewed version of the following article: Parry, G., Pogrebna, G. and Vendrell-Herrero, F. (2018) Windowing television content: Lessons for digital business models. Strategic Change: Briefings in Entrepreneurial Finance, 27 (2). pp. 151-160, which has been published in final form at https://doi.org/10.1002/jsc.2190. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving.