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  • NZ Marketing

    THE FUTURE OF MEDIA

    Jun 21, 2018 7 minutes

    ALISTAIR JAMISON

    CHIEF EXECUTIVE

    STARCOM MEDIAVEST GROUP

    People are accustomed to paying to remove the ads with services like Netflix and Spotify. Will ads just become a tax on the poor? Will free-to-air TV still exist in 10 years?

    I think the first thing I would say (politely) is that I am not entirely sure this hypothesis is right. I don’t think that in the case of Netflix people are paying to remove ads. I think they are paying for access to what they perceive to be quality content and it just happens to be a by-product that is delivered without ads. In the case of Spotify, I again think people are paying for access to content in a format they want it, not to avoid what is in reality a pretty light load of advertising.

    Conversely I think there are also examples where consumers pay for content and accept it comes with ads (i.e Sky).

    That is not to say that I don’t think the consumer mindset is that they would prefer to avoid ads, but I don’t think the primary driver for uptake of any of the ‘new’ distribution services

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