January 2016
Beginner
562 pages
21h 17m
English
Content preview from Handbook of Media Economics, vol 1A
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Finally, and most fundamentally, it will be difficult to predict the effects of techno-
logical changes on mass media industries without a more basic understanding of the needs
that media industries fulfill for consumers. Most media economics research focuses on
interactions between platforms or interactions between types of agents (e.g., advertisers
and viewers). Yet we still do not have a great understanding of why the typical viewer is
watching 3–5 h of video per day, why video media appear to be so prevalent and habit-
forming, or what is the range of different needs (education, entertainment, information,
status, social connection, etc.) that are addressed through video consumption. A basic
taxonomy of viewer needs and behaviors would be very ...
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