SAN FRANCISCO – Consumers are willing to pay for some content, but how much and on which digital platforms remains to be seen, said Dounia Turrill, SVP of Consumer Insights at Nielsen, in an interview with Beet.TV at the recent OMMA Video conference.
The industry is paying close attention to what consumers are willing to pay for when it comes to video and programming content. That includes tracking the growth of new media subscription services such as Hulu Plus, as well as Netflix, with its instant streaming options, she pointed out. She'll also be keeping an eye on what sort of additional spending occurs as connected TVs grow.
"What are the apps going to become? Will they come portals for that content? Will you pay for an ESPN app at a certain price? An HBO app at a certain price?" she asked. "There is an evolving monetization aspect to the content online and what people are willing to pay for it."