FREE CRISIS IN CULTURE: THE ADVANCED STREAMING WITHOUT ADVERTISING

Abstract

The rise of the Internet has facilitated access to information of various kinds, and profoundly changed the reality of interpersonal relationships, and of humanity itself with technology. One of the effects of these transformations is the so-called “Free Culture,” a movement that emerged in the 1990s that democratizes the production, sharing, and consumption of digital content for free, funded by the insertion of advertisements. However, over-advertising seems to have collapsed this model, culminating in the loss of content quality on the one hand and the gradual decline in brands' ability to sell ideas and products on the other. Based on these assumptions, this research aims to analyze consumers' acceptance to pay for content so that there is no interruption of ads in order to better understand the behavior of the public and the effects of this change in the advertising market. From the bibliographic research, based mainly on Jaron Lanier (2010), a focus group was composed, in which a discussion was conducted with students aged between 20 and 23 years, from the courses of Psychology, Advertising and Advertising, Architecture and Urbanism. , Administration and Nutrition, University of Ribeirão Preto, SP. Based on the answers obtained, it was concluded that, in general, people are willing to pay for content in exchange for the removal of ads, but there are some obstacles that make this purchase difficult, such as costs, conveniences and the fact that Free content often meets the daily needs of respondents, which triggers a decrease in perceived quality of content.