Windowing television content: Lessons for digital business models

Abstract

There is a market for successful distribution of television content using a Windowing strategy. This article investigates if a strategy where content is made available to consumers through different channels over time, a “Windowing” business models, is appropriate for releasing television programs. By initially exposing consumers to a controlled quantity of free content greater value can be captured at later stages as 55% of these consumers are 13–20% more likely to become paying subscribers.