The P2P market is fast trying to push forward with ad-supported models and they are being very aggressive in trying new ideas. Patience is no longer a virtue in the music business as more people are recognizing that digital has effectively increased the opportunity for interaction directly between the artists and the consumers. This is especially important as it’s not all about music in this environment and is now about video as well. This market will mature quickly simply because there is a lot of volume here and it provides an untapped resource with detailed behavioral information. The dirty word of “P2P” will likely go away and advertisers will begin to be more enticed by this environment.
When are they going to figure this all out?