The media, one of the first sectors to be affected by digitalisation are constantly on the lookout for new economic models. The media world as we once knew it is now a thing of the past! The bulk of advertising has now shifted online and to new players such as Google and Facebook.

The transformation of media consumption explains and is explained by the appearance of new players and new offers: consumption has become non-linear, more participative, more immediate and makes use of multiple devices!

Information is increasingly personalised, easily comprehensible, entertaining, and backed up with infographics.

Over and above changes inherent to the media, the entire consumption behaviour is undergoing transformation. Indeed, consumers’ expectations have considerably evolved since the early 2000’s. The following are four of the most important changes and their respective repercussions on the media sector:

Intensification of the focus on price

  • Widespread consultation of free printed and online resources,
  • A divide between readily available free information and a more in-depth paying offer.


The quest for convenience

  • Information is consulted from a wide range of different devices which requires differentiated treatment,
  • Ever-greater expectations in terms of ergonomics,
  • The advent of video and infographics.


Defiance regarding experts, trust in one’s peers

  • Emergence of alternative media,
  • Competition from bloggers,
  • The rise of whistle-blowers,
  • Fast checking,
  • Online comments.


Empowerment of the individual

  • The development of non-linear consumption illustrates the willingness of targets to take control of their media consumption,
  • Personalisation of information contents to meet a wide range of needs,
  • Diversification of the sources of information which reflects a desire to be less dependent on one media channel.