Paidcontent.org recently picked up Jupiter’s European Activity and Paid Content Forecasts report and I’ve had a lot of feedback since. Most of the comment has been based on the perception that Jupiter was very bullish in its assessment of the online music market.
It’s understandable why this perception has arisen as one of the key findings of the report is that music is, and will continue to be, the largest single paid content sector and the driving force of the broader European paid content market. But the fact is Jupiter’s premium online music forecasts are actually pretty cautious. The dominance of music revenues speaks as much to the relative weakness of other paid content sectors as it does to any strength of premium digital music.
The key headline is that paid content has failed to evolve into a viable mass market proposition for most content sectors. Free is what dominates and that’s why Jupiter built activity forecasts rather than just paid revenue forecasts, so that clients can identify the real scale opportunity.