Digization, sole growth engine for Europe’s creative industries? — from inaglobal.fr/en/… by Nicolas Vaquier
[NEWS] According to a recently published study entitled The Digital Future of Creative U.K., digitization is the sole growth engine for Europe’s creative industries.
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Excerpt from Conclusion:

Finally, the study delivers conclusions for the whole of the creative industries and forecasts for their future. It notes that with the fragmentation of media consumption, advertising money is now divided between a number of players. While total advertising revenues have climbed, individual companies can no longer expect profits to be as high as they were in the past. Online advertising is still a challenge, and the monetization of already existing content will not be enough to meet it. The Digital Future of Creative U.K. furthermore highlights the complementarity of digital and analog, refuting the idea of one technology’s cannibalization of the other, using the example of catch-up television.

The study announces the transformation of the value creation chain. The horizontal integration of production, distribution and marketing intermediaries that prevailed in the traditional system will be dissolved by more profitable digital alternatives, diminishing the importance of these intermediaries. The study predicts that the concept of “chain” will furthermore be replaced by that of a “network” of relations, with consumption and participation at its heart. The rise in the number of players and the lowering of entry barriers will thus allow for greater quantity as well as relevance of content on offer.