Technological and behavioural understanding drives media insight

Digital technology is breaking old models of new product adoption. Successful formats create platforms where other formats co-exist, and which develop like ecosystems.

Technological and behavioural understanding drives media insight

Charlie Makin and Martin Greenbank

Forget the iPhone: the most significant technology launch in the UK in the last 12 months has the been BBC's iPlayer. By almost every measure, its launch on Christmas Day 2007 has been an extraordinary success. By the end of April there had been 75 million downloads in total, growing at around 20% per month. In April alone, there were 21 million downloads, watched by 1.4 million viewers.

Simple maths suggests the average viewer downloaded 15 programmes in a month. Assuming they spent half an hour...

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