Monetization strategies and audience data in online video. The case of Atresmedia
Palabras clave : 
Social media
Revenue
Advertising
Broadcasting
Big data
Online strategy
Fecha de publicación: 
2016
ISSN: 
2014-2242
Cita: 
Medina, M. Portilla, I., “Monetizatión strategies and audience data for online vide. The case of Atresmedia”, Quaderns del CAC, (2016), Vol.19, N.42, pp. 27-36
Resumen
The audiovisual market has changed dramatically. Thanks to the digital revolution, the consumption of video is becoming increasingly popular and broadcasters have started to offer online content, both free and paid. The purpose of this paper is to analyse how broadcasters can monetize the videos they offer online, paying attention to the audience data they need. The ultimate goal is to obtain recommendations related to audience data. We will use Atresmedia as a case study. The methodology is based on a combination of an analytical observation of the digital strategy, an analysis of internal reports and personal interviews.

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