Pay-for-play online video 'will soon become extinct'

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A study from Forrester Research says that “the paid video download market in its current evolutionary state will soon become extinct, despite the fast growth and the millions being spent today”. While spending last year jumped from $98mil to $279mil this year, online video buyers represent a minority which can’t sustain a business model, according to the report. Forrester says ad-supported content are the way of the future and that AppleTV should move in that direction, away from the iTunes closed system idea. “To attract mainstream viewers, media strategy executives must develop new business models and delivery mechanisms to make video downloading ad-supported and geek-free,” Forrester researcher McQuivey said. Like Joost is doing. [GT]

Paid online video nearly ‘extinct’: report

Gabrielle Taylor