One of Hollywood’s worst nightmares is coming true: consumers are preferring to rent and not own in the digital sphere, just like in the physical world. iSuppli’s Screen Digest estimates that online movie rentals wil increase more than 120% by 2012, while online movie purchases will increase around 44%.
The disparity will get even larger by 2015, predicts the report. These numbers, if they come to pass, will surely infuriate studio executives, who simply cannot seem to accept the fact that the majority of consumers no longer feel the need to own content.
What do you think it will take for Hollywood to get the “we just want to rent” message from their customers, Insiders? Hollywood’s tactic of strongly encouraging ownership hasn’t worked when it comes to DVDs—will the online story be any different?