Given all the hype about internet TV, we thought it would be useful to take a look at the underlying drivers of uncertainty to see why the ultimate outcome hasn’t been totally obvious. We developed four scenarios for the outcome and conclude that unless internet TV properties such as Hulu and Google TV are able to offer ad rates significantly higher than is the norm on conventional TV, much content is likely to stay behind pay walls at large traditional video distributors such as Comcast, Verizon, and DirecTV.
See our four scenarios here.
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