To answer the monetisation question advertising platforms need be able to target specific audiences and offer their commercial customers more than simply eyeballs to command premiums. Subscription businesses will have to be on their toes to win and retain customers wary of poor value for money.

As customers access and consume media in new ways, the providers they choose will be those who offer both quality of content and quality of access, discovery and collection. To do this, media providers need to understand the customer’s context of use as well as their content preferences.