On Demand - What can the UK learn from the USA?
BY Chris Taylor | Thursday, October 15, 2020 | Features
On-Demand and technological disruption in the USA
When considering the impact of new media technologies in the UK, it pays to look around at what is happening elsewhere on the international stage. Where better than the USA, the largest English speaking democracy in the world? A looking at what’s been happening in the USA provides us with a bigger picture on how on-demand service providers are disrupting the media and television industries across the globe and changing all the rules.
Over the last few years, the previously established cable, broadcast and satellite television services which have dominated the US market for decades are facing stiff competition from more recently established on-demand service providers.
American experts on the media industry make regular comments upon the impact of on-demand technologies on market share. The pattern appears to be the same wherever you look; the younger generation has largely abandoned traditional media providers. Fewer and fewer young people even bother to buy a television and most are consuming on-demand services such as Netflix, Amazon Prime and YouTube.
– TechJury, USAMost Americans now subscribe to a streaming service (69%).
The video below, from back in 2018, makes it clear that this trend is nothing new and set to continue causing a major headache for cable, broadcast and satellite TV providers who can do little but sit back and watch helplessly as their market share continues to fall.
– The Verge, USAThe Motion Picture Association of America (MPAA) says streaming video has surpassed cable subscriptions worldwide.
Unlike many countries in Europe, the USA does not have a TV Licensing system and neither does the majority of the Anglosphere which includes nations such as Australia, Canada and New Zealand. The emergence of on-demand services has occurred in all of these countries and similarly around the world at an increasing rate.
What the US experience means for the UK
The events taking place in the US media industry are being mirrored in the United Kingdom, except for one major difference, the existence of a public service broadcaster, namely the BBC.
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