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De Gruyter Handbook of Media Economics
book

De Gruyter Handbook of Media Economics

by Ulrike Rohn, M. Bjørn Rimscha, Tim Raats
May 2024
Intermediate to advanced content levelIntermediate to advanced
586 pages
22h 20m
English
De Gruyter
Content preview from De Gruyter Handbook of Media Economics

Market-level trends in media economics

12 The audience in media markets

Mercedes Medina
Francisco J. Pérez-Latre
Alfonso Vara-Miguel

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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Publisher Resources

ISBN: 9783110793499