The Paywall Challenge Locking Away Digital’s Most Valuable Consumers

Music and video subscribers are the most influential amongst their peer groups and are some of the most valuable segments for advertisers and brands. The fact that they spend an increasing portion of their time behind ad-free paywalls, represents a growing challenge for marketers. These consumers are also driving growth in social ecommerce and voice-activated devices. Cumulatively, these consumers are catalysing the transition away from linear content consumption into a digital world characterised by targeting, personalisation, curation and advertising experiences.

Companies and brands mentioned in this report: Amazon, Amazon Prime Music, Amazon Echo, Apple Home Pod, Apple Music, Facebook, Facebook Messenger, Instagram, Netflix, Snap Inc, SoundCloud, Spotify, Tencent, YouTube, WhatsApp, YouTube Music

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