Generally, marketers consider the tipping point for eventual mass adoption to be 25 percent. In addition, resolution of current hindrances such as insufficient bandwidth, lack of awareness, and difficulty loading media players will accelerate consumer usage. Most agree that the evolution of streaming media usage will occur alongside of rather than instead of the more established forms of media. Here s why. The first indication that traditional media will not be displaced is based on historical precedence.
Communications technologies tend to exhibit repeated patterns.
In general, a new media technology does not replace its predecessor because it cannot reproduce the exact experience or benefit. Another important factor that bodes well for the long and healthy life of traditional media is consumer behavior. The changes occurring within the media environment are not merely technological, but technocultural. In other words, people use new technology only if it answers real needs and desires and not all people have the same needs. It is true that some consumers may embrace the opportunity to control their media experience for instance, selecting only the music that they wish listen to, watching only pre-selected programming structured around their timetable.