Colin Dixon recently wrote how “in the digital world…rentals outpace sales more than two to one.” Colin posits that access not ownership is the driver behind this dynamic. In the physical world, disk sales are almost double disk rentals in terms of revenue. I would argue it is access not ownership that also drives this dynamic. Let’s remember – it is entertainment! And individuals want to be entertained in an easy way. We are in a period of mass experimentation with a myriad of competing services. But it will be access not ownership that wins the day. Access can be ownership, but in the end it is easy of access consumers are looking for.
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