Today’s society shows a prevailing shift online for consumption of media products. With the ever-growing prevalence of illegal downloading, the question is not about the reality of online distribution, rather concerning how a legal mode of online distribution can hope to compete. Our research has shown that monetary gain is not the prevailing motive for downloading, rather it is the on-demand lifestyle it affords it user. This opens the market wide open for legal providers who can capitalize on the already established network of users. Now it is about creating a service that mimics the illegal one and offering subsequent services illegal providers never could. In doing so these emerging organisations need to cultivate a reputable brand that will withstand any shift in the state of the television industry.​ ​

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One of the biggest problems on-demand streaming services face is keeping up with the rapid pace of technological change, in an unforgiven market. As a consumption model that is still in its juvenile stages, it’s likely the current on-demand market leaders, such as Netflix and Spotify, may not remain at the top, what is more certain is the overwhelming shift of traditional media consumers to the streaming format.​

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​In regards to TV, many players who have invest heavily in the cable network technologies and systems will be hesitant to change and most will wait for others to take a gamble on a model. Following the success of others, many will attempt to emulate their models, which result in similar genres of content. In addition, the heavy amount of investment required to attempt multi-platform products will likely cause a state of instability as we will inevitably see one or more companies suffer for a gamble that doesn't pay off. As the distributors experiment, it is inevitable that in the short term, production companies will also suffer and the production industry will have to adjust to the low level of returns. However, as with economic trends, the market will reach equilibrium over time and the production industry will find its peak within this new practice.

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In relation to the music industry, things are looking a lot more bright. Online digital distribution platforms and the emphasis on live events and fan cultures for monetization, will allow them to continue without much of a hitch. The requirement of relying on fan cultures and live events will still require artists to seek production companies to sign them up, but this time, they would not needed the money for album manufacturing, as much as they will for other purposes that we have discussed.

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Online distribution services should look to implement the dynamic hybrid revenue model discussed in the ‘Economic Solutions’ section of this website. A diverse palette of methods are available to advertisers looking to invest in these services, and the right combination of strategies – based on the circumstances of a company’s involvement in the online sphere – will vary between institutes.

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Once networks have fully embraced the transition to online distribution, television will become a legally harmonious media sector once more. With the low-cost subscription fee to stream or download legal content also comes a boost in visual quality. Beyond this, networks can offer more content at any one time – all at the benefit to consumers, producers and third party advertisers alike. Digital media is not a virus but a catalyst for positive change – it’s all about seeing the possibility.