Market-level trends in media economics
12 The audience in media markets
Abstract
The field of media economics has always been concerned with research on understanding audiences as the recipients of media content. With the development of the internet, media audiences have become more diversified and fragmented over multiple services and forms of media use. In this chapter, 1) we examine some trends that define audiences in the digital landscape, 2) we study the issues of audience measurement and the consequences of the analytics applied to media consumption, and 3) we analyze some practical consequences of involving the audience in value chain phases where they were absent ...
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