The competition
between DVDs and Video on Demand is one of increasing returns. Arthur (1996) defines increasing returns as the
propensity for something that is ahead to continue to progress ahead while the
item that is behind loses momentum. Thornburg, D. (2013) describes increasing returns as a set of innovations that may emerge at the same time in which one drives the other to extinction. As cellphones and portable devices become
smaller and more powerful media can be viewed and reviewed anywhere. There is
no longer the need to be tied down to a television or other media player. Video
on Demand allows for instant gratification and does not require waiting for
media to be available. The only wait may be on the media to stream or download
in order to be visible. As technological infrastructure becomes more widely
available to larger populations of people through high speed internet access, Wi-Fi,
satellites and hotspots for example video on demand gains traction and an
upward momentum.
This is not to
say that DVDs are a lost cause. There are still those who despite our
information technology age are without internet access or in some cases
computer access. In a US Census Bureau Community survey completed in 2013 83.8
% percent of households reported that they owned a computer with 73.4% reporting a high speed internet
connection and-74.4% reporting an internet subscription of some sort. (File & Camille, 2013) . While progress has been made in making access more affordable those in lower socio-economic status groups tend to be less likely to have computer or internet access. This same study found that those with an income of less than $25,000 only 62.4% owned a computer and 48.4% had internet access. I feel as if these populations will continue to utilize public
borrowing institutions such as libraries and RedBox. It is to this end that I am not sure that DVDs will be completely made extinct by Video on DEmand. DVDs also are
multi-functional as they allow for data storage although flash memory sticks are
smaller, more durable and potentially able to obsolete that benefit.
Science fiction
is my least favorite genre so the video for the last module was borrowed from
the library. I saw no need to waste money on purchasing, streaming, or renting
something that I would never watch or pick up again. Over time I do feel as if
my media accessing tendencies have changed. I used to rent VHS movies from
places such as Blockbuster. This was due in part to the fact that public
libraries didn’t have video collections for lending. Now unless the movie is
something that I plan to watch multiple times or is educationally beneficial I
borrow media from the library.
References
Arthur, W. (1996). Increasing returns and the new
world of business. Harvard Business Review, 74(4), 100-109.
File, T., & Camille, R. (2013). Computer and
Internet Use in the United States:. Washington, DC: American Community
Survey Reports ACS-28, U.S. Census Bureau.
Laureate Eduation (Producer). (2014). David
Thornburg: Increasing returns[Video file]. Baltimore, MD: Author.
Thornburg, D. (2013). Emerging technologies and
McLuhan's laws of media. Lake Barrington, IL: Thornburg Center for Space
Exploration.
