Free: not the only future for the Internet

Summary

“Free” is being hailed as the Internet's natural and ultimate future – as evidenced by a growing cohort of bloggers who insist “free” is the only solution to content providers’ Internet woes. However, Ovum believes their economic logic is flawed, and that financing “free” through advertising alone requires a scale which is unlikely to be achieved in online entertainment unless the sector undergoes a radical revolution.