Content Aggregators - Which Model?

Throughout the summer, I've seen a growing number of free and subscription content aggregators.

I will cover content aggregators on later posts in detail.   For now, a Content Aggregator finds relevant and related web "channels" and bring them to one easy to access portal.  A few are offering cable favorites such as A&E, Discovery, etc. 

When content previously offered only through cable access is offered via broadband TV content aggregators, the competitive game gets very interesting for consumers.   How many of you subscribe to cable TV to only receive two or three of your favorite channels or to just get sports?  If a provider offered your favorite cable TV channels a la carte AND you could view these programs on your TV, would you be willing to drop your cable programing and try something new?  This is the promise of content aggregators - subscription, advertising, and hybrid models.

There is advertising supported content on Hulu; subscription supported content on NetFlix; and pay-per-view content on iTunes. Which model will win?  None of them and all of them.  I foresee a world where aggregators emerge enabling you as a consumer to "create" your own cable "package" with much more choice than today.  Aggregators will charge a monthly fee based on the programs you select.  Highly effective aggregators will provide "smart" wizards to guide you in choosing programing and making cost trade-offs. For instance, wait 3 days and you can get your favorite show for free via ad supported model or pay a subscription fee and see it live. You decide.

Therefore, if the programs you select are driven by advertising, then you'll see advertising. If by subscription, it will be included in your monthly subscription. For pay-per-view, you might get 3 viewing events included in your subscription.  Aggregators will compete based on their ease of use and "merchandising" of the exploding number of micro-channels that are emerging.  They will learn your tastes and suggest new "channels" for you to view. Social learning will become more important in driving channel and individual show uptake.  There will always be a place for the nationwide shows such as The Office or 24 to draw us together, but increasingly people will seek programs that appeal to their unique tastes. Witness the splintering of today's cable programming and the difficulty that even today's shows have in reaching audiences that were once common for Happy Days or Mash.

In short, Content Aggregators will be the cable companies of broadband TV offering much wider variety and more flexible payment models.