Will privacy be traded for content to create new revenue streams?
A possible third way between consumers having to pay for online content or accessing it for free is to encourage them to trade privacy for loyalty card-like rewards, according to a report.
The study, entitled ‘The Future of Digital Content’, which was produced by the Creative Industries Knowledge Transfer Network (CIKTN), postulates that privacy is a tradable commodity that could in future be swapped by consumers for financial rewards or personalised content. Such a move would generate new revenue streams for creative organisations and could have a "groundbreaking effect" on their business, 40% of CIKTN members said.
John Cass, CIKTN’s director, explained: "The traditional view is that content is free or paid for. The recent introduction of the Times paywall shows how content creators are looking for ways to monetise what was a free commodity. The other option is supporting the generation of content by intelligently monetising metadata to deliver relevant and personalised information to users."
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