IP distribution, along with massive increases in storage capacity, at a plummeting cost per Mb, means the delivery channel is no longer scarce.
Add to this the minimal cost of digital reproduction.
Result: A paradigm shift in the means of reproduction, distribution and delivery of cultural goods (audio, video, text). Delivering mass audiences to a scarce spectrum is a thing of the past. Now it’s a question of competing for the niche audience that is timeshifting their consumption across different platforms.
Time is now the scarce resource.
Before content was a means of delivering an audience to an advertiser.(Scarce resource: spectrum)
The job now is to use the content as a delivery platform for advertising. (Scarce resource: time)