Rethinking media markets, products, and transformation

Alan B. Albarran

Chapter 6 in Rethinking Media Economics, 2025, pp 70-84 from Edward Elgar Publishing

Abstract: This chapter explores the evolving definition of media markets in the 21st century. Traditionally, media markets were defined by the content offered and the geographical area of distribution. However, the advent of digital technologies has transformed these markets by removing geographical limitations and introducing new variables. The chapter discusses the dual product marketplace of content and advertising, the impact of digital convergence, and the role of platforms in the digital age. It also examines the perspectives of various stakeholders, including consumers, media companies, advertisers, regulators, and researchers, in redefining media markets. The chapter emphasizes the need for innovative approaches to understand and define media markets in a rapidly changing technological landscape.

Keywords: Media markets; Convergence; Dual product markets; Stakeholders; Technology transformation (search for similar items in EconPapers)
Date: 2025
ISBN: 9781035341955
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