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Fans aren’t only paying to stream her music, they are also purchasing physical copies of her albums. “Streaming has taken over the purchase of the physical album product, but Taylor Swift is among the artists that still makes money from vinyl and CDs because they’ve become collector's items for her fans,” said Alice Enders, a music industry analyst at Enders Analysis.

“It looks like the incentives [between website owners and search engines] are not aligned” explains Joseph Teasdale of Enders Analysis. Chatbots will deliver answers immediately, with no need to click through links. This is making firms like Google squirm. “Ultimately the economic model has to evolve,” Paolo Pescatore of PP Foresight said. What this changes to is anyone’s guess.

The National “is distributed in the Middle East and it is reflective of the dominant culture and narratives in its audience — as is the case of UK titles as well”, said Alice Enders, a UK media analyst. 

“The core principle of Middle East investors in media and other assets in the UK is to recycle the gusher of petrodollars to safe haven countries,” Enders said.

“The socially native strategy poses a definite commercial challenge, though engaging with platforms as your primary distribution channel is really interesting from an editorial perspective,” said Niamh Burns, a research analyst at Enders Analysis. “It takes seriously the challenges of present-day digital trends, including the shift to short-form video that is occurring across platforms, and the difficulties of reaching and engaging younger audiences.”

“The News Movement has built up a decent audience on TikTok from scratch and is producing really good content that fits that format better than lots of established publishers,” said Burns. “The question is: can this be more than an interesting editorial experiment?”

Analysts agree that this is a good opportunity for the UK broadcaster. “The future of the BBC at this point as an international player may be to strike deals with [streaming companies],” says Francois Godard, senior media and telecoms analyst at Enders Analysis, the media research firm. Platforms are, he continues, looking for “outside content, third party content, because they are cutting costs.”

Godard also noted the advantages for companies that have produced popular shows to partner with streaming media companies: “Disney has a capacity to leverage, to monetize brands that the BBC doesn't have.” But he added a caveat: “The only worry for me about the BBC is that they find themselves dependent on Disney. Dependent on Disney for the budget of new episodes … and the international brand of Doctor Who.”

This fringe group of “extremely wealthy financiers… in favour of unconstrained profit-seeking”, as tech analyst Joseph Teasdale put it, do however have significant influence. Not least because amongst their count include Brian Armstrong, CEO of Coinbase, and Andreessen, who is the co-founder of a $35bn venture capital firm az16

James Barford, head of telecoms research at Enders Analysis, said any acquisition would be “very small” from BT’s perspective but that the FTSE 100 company was “likely interested in bulking up its presence in the refurbished/recycled smartphone market, an area that all of the operators have taken more interest in recently”.