User data analytics in media organizations

The chapter delves into the critical role of user data analytics within the evolving landscape of media economics. Webegin by contextualizing data analytics within broader trends, including mediatization, datafication, platformization, and rent-seeking behavior, emphasizing the transformative impact of these trends on media organizations. Subsequently, weexplore key areas of user data analytics within editorial media organizations, covering audience measurement, content creation, and content targeting. We shed light on how data analytics can help media organizations in these areas. Furthermore, we discuss challenges and concerns related to user data analytics, such as resource allocation and the need for taste broadening. We also address broader societal and industry-specific concerns, emphasizing the ethical considerations surrounding user data analytics. We present existing legislative measures to ensure user data protection. In conclusion, the chapter underscores the pivotal role of user data analytics in the media industry and underscores the necessity of addressing its associated challenges, ethical considerations, and regulatory requirements for sustainable and responsible media practices.

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The handbook presents key contributions from scholars worldwide, providing a comprehensive exploration of current trends in media industries from diverse perspectives. Within the framework of understanding contemporary and future trajectories in media markets and industries, the volume delves into their influence on media organization and delivery, along with broader societal and market implications. Encompassing research at the crossroads of economics, management, political economy, and production studies, the handbook emphasizes the necessity for a robust interdisciplinary dialogue. Beyond scrutinizing present and forthcoming industry developments, the handbook addresses pivotal issues pertaining to media economics research methods and pedagogy. It serves as a valuable resource for scholars, students, and media professionals, providing insights into media economics as an academic field and delving into the multifaceted dynamics that shape the media landscape. Doing this, it contributes to the ongoing discourse on the evolving nature of media markets and their profound impact on society.

• Provides extensive coverage of current research in both traditional and digital forms of media.
• Presents media economics as an international science.
• Discusses media economic development at market, industry and firm levels.