Hollywood happy kids willing to pay for content
There's a spreading sense of optimism in Hollywood regarding young consumers' willingness to pay for digital content: Although members of the so-called Napster generation might be lost forever to a collective addiction to pirated free content, their younger siblings offer digital distributors hope of a brighter business future.
"You have a whole generation whose attitude toward interactive content is completely different," said Patrick Russo, a principal at the Salter Group advisory firm. "That generation is growing up paying for content. It may be their parents who are actually paying for it right now, but they do recognize that they are paying for content instead of stealing it." Thanks in part to these youngest consumers, consensus estimates put the download-to-own segment of film and TV content on track to grow by an average of 15% or more annually through 2015, and Rentrak data show a 30% uptick in digital revenue from 2008 to 2009. Such double-digit climbs are reminiscent of the early days of DVD, when even modest inroads among early adopters produced big spikes in revenue growth.