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Windowing television content: Lessons for digital business models

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

Authors

Ganna Pogrebna

Ferran Vendrell-Herrero

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.

Journal Article Type Article
Publication Date Jan 1, 2018
Journal Strategic Change: Briefings in Entrepreneurial Finance
Print ISSN 1099-1697
Publisher Wiley
Peer Reviewed Peer Reviewed
Volume 27
Issue 2
Pages 151-160
Institution 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
DOI https://doi.org/10.1002/jsc.2190
Keywords business models, windowing, digital piracy, television
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.

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