We will focus on three areas of the media business: print, music and television (cable and wireless). Here's what can be said about each of these areas:
The print media industry has been carved up and commodified by superaggregators like Facebook and Google.
Music labels have managed to maintain their positions and profits through their back catalogs, with Apple and Spotify even increasing their revenues.
Traditional television was divided into several parts: information content is provided by Google, educational videos - YouTube, streaming services show movies and TV series, TikTok and similar services allow you to "kill" time. At the same time, sports programs are the only thing that supports the traditional television model.
Most important in Barksdale's words is that all these mergers and divisions occur in different areas and different places in the value chain, often driven by the transformative nature of technology. The streaming platform Netflix is a good example:
When restrictions on video viewing were due to the time of display and the presence / absence of a cable or satellite dish, the resulting bundle (service package) was a set of independent networks capable of showing different content at the same time. This content is broadcast through the paid channels of the distributors who own the said cable or satellite dish.
Streaming data removes time constraints. Thus, a single network (in this case Netflix) can, at least in theory, contain all the content. Therefore, Netflix is not divided into separate channels or networks and offers a huge number of shows: self-created, bought or rented from traditional broadcast networks.
In this way, Netflix contributed to the separation of traditional television while creating its own service package.
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This is another reason to pay attention to Apple's bundle, which is not impressive: PS5 and Steam are competitors to Microsoft, and the latter is most likely losing to both at the moment. Therefore, the Xbox manufacturer will have to get creative. As for Apple, the company aims to earn even more from its already loyal audience. Perhaps the best way for Apple to increase revenue is to eliminate bundles altogether.