Although blockchain technology began as an innovative digital currency tool in the financial sector, all kinds of companies are experimenting with its core capability as a decentralized and secure accounting book to manage digital assets more directly and rethink how they compete in the financial sector. market. In a recent study, two of us discovered that more than 1,100 startups were trying to develop blockchain-based business models in a variety of settings, including healthcare, telecommunications, energy, retail, aviation, real estate and chain management. of supply. . So far, there has been no significant impact on the respective markets in terms of revenue and market share, but the expectations of managers and investors about future returns are high, as indicated by the flow of money to blockchain startups.
In particular, several new business models are emerging in the media and entertainment industries, where the value of monetization has been, and remains, a major challenge. Newspapers and magazines, for example, are still struggling to monetize value in the face of abundant free content and limited mechanisms to protect intellectual property. Advertising revenues, long an important source of revenue for publications, have shifted to social networks and search platforms, and media companies must figure out how to compensate.
Some experts think that blockchain can increase the proportion of revenues captured by content creators and producers by introducing new mechanisms for monetization. However, the current exaggeration about the chain of blocks, the diversity of use cases that are proposed and their possible disturbing effects make it difficult for companies to judge what could be possible for them and what is no more than an impossible dream. That is true in all industries, but media and entertainment companies are struggling with this challenge in a way that many companies can identify and learn from an era of digital transformation, so we will focus on them in this article.
MODELOS DE BLOCK CHAIN.
We study business models based on blockchain in 35 new companies involved in the production and distribution of various types of content: companies from different media such as music, television and video, publications, most of all social networks. In that research and analysis, we identified several applications and business models that are changing the way companies manage digital assets and capture revenue. Disruptive business models could have a devastating impact on existing players and should be considered important threats. However, we found that other models could help traditional companies to be more competitive. In order for companies to position themselves, we classify new business models based on blockchain as disruptive or sustainable.