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Plus Report - By Thomas Baekdal - May 2020

Navigating a winner-take-all media market

One of the big questions that many have discussed over the past several years is whether there is a 'winner-take-all' effect in the media, and how that will affect our future.

This is a very interesting discussion, but it's also a very complicated one. Where we might see a winner in one area, we often also see increased levels of innovation in other areas.

So, let's really dive into this.

How does the winner-take-all effect impact the media, and what changes does it force us to make?

What is a winner-take-all?

First of all, when I say 'winner-take-all', what do you think that means?

Well, according to the dictionary, it's like this:

  1. (society) Of or pertaining to a contest, election, or other competition in which only the winner is rewarded and none of the losers get anything.
  2. (economics) Of a market in which a product or service that is only slightly better than its competitors gets a disproportionately large share of revenue.

This is certainly something that many people in the media will agree to. Many will say: "Yes, just look at Google and digital advertising!"

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Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


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