Global Content Study 2007

Accenture’s Global Content Study 2007
surveyed more than 100 leaders and
decision-makers in the media and entertainment
sectors, including television,
film, music, radio, video games, publishing,
interactive entertainment and
advertising. The study solicited opinions
from executives around the globe —
across North America, Europe and Asia-
Pacific — to gauge their views of where
the greatest opportunities and challenges
will come over the next five
years. Key findings include:
• 62% of executives look to “new platforms”
as being the most important
key to growth, followed by 31%
“new content” and 7% “geographic
expansion” as the key growth lever.
• Of these new platforms, online and
mobile dominated; a combined 43%
viewed online as most important (of
which 17% represented a distribution
of content through online portals
or entertainment/information sites,
and a further 13% through social
networking sites and 13% through
eCommerce sites), while mobile drew
17% of responses.
• 53% of executives surveyed indicated
that “short form content” offered the
largest opportunity for “new content,”
with “long form” or “full length” video
content (greater than 60 minutes)
garnering 11% of responses. In addition,
“video gaming” was viewed as a
key growth area, according to 13%
of executives.
• Asked what they believed was a top
threat to the business, over half of
the executives (57%) identified
“consumer-based competition” or
“user-generated” content; 46% of
respondents viewed “piracy or IP
theft” as a top three issue.