世界经济论坛-理解媒体的价值：消费者和行业的观点（英文）-2020.4.pdf

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1、WhitePaperUnderstandingValueinMedia:PerspectivesfromConsumersandIndustryApril2020WorldEconomicForum91‑93routedelaCapiteCH‑1223Cologny/GenevaSwitzerlandTel.:+41(0)228691212Fax:+41(0)227862744Email:contact@weforum.orgwww.weforum.orgThiswhitepaperhasbeenpublishedbytheWorldEconomicForumasacontribution

2、toaproject,©2020WorldEconomicForum.Allrightsinsightareaorinteraction.Thefindings,interpretationsandconclusionsexpressedhereinarereserved.NopartofthispublicationmaybearesultofacollaborativeprocessfacilitatedandendorsedbytheWorldEconomicForum,butreproducedortransmittedinanyformorbyanywhoseresultsdon

3、otnecessarilyrepresenttheviewsoftheWorldEconomicForum,northemeans,includingphotocopyingandrecording,orentiretyofitsMembers,Partnersorotherstakeholders.byanyinformationstorageandretrievalsystem.ContentsForeword4Executivesummary5Projectcontext 6Projectfindings 8Strategicshifts16Conclusion19Country‑l

4、evelfindings20China20Germany22India24SouthKorea26UnitedKingdom28UnitedStates30Appendices32Methodology32Contributingexperts33Contributors35Endnotes36UnderstandingValueinMedia:PerspectivesfromConsumersandIndustry3ForewordInanindustrycharacterizedbydisruption,understandinghowcontentcreators,consumers

5、andadvertisersvaluemediaisasimportantasever.Wearelivingthroughexcitingtimes.On‑demandentertainmentprovidersgiveconsumersmorechoiceandthefuturepromisesfurtherexpansion,whileleadingnewspublishersaretakingadvantageofthescaleofferedbytheinternettodeliverqualitycontentalongsideprofitability.AttheWorldE

6、conomicForum,wearecommittedtobuildinganeconomicallyviable,inclusiveandtransparentmediaecosystem.Forthepastyear,theForumhasconductedresearchintotheconceptofvalueinmedia.Inadditiontostudyingthestrategiesmediabusinessesandadvertisersadopttoimprovetheirvaluepropositions,wehavepartneredwithNielsentound

7、erstandmediaconsumptionKirstineStewart,preferences.Thisisacriticalcomponentoffinancialsustainabilityinmedia,consideringthevastHeadofPlatformrangeofoptionsavailabletousersandthelimitsofwhattheyarewillingtopay.forS