Many media executives like to talk about content, a term that became current with the web and tired phrases like “content is king”. Yet the average person does not think in terms of content. Consumers do not consume content. People watch programmes. Viewers view channels. They watch television. If fact, consumers do not actually consume television at all. It is what economists call a non-rival good. A television programme can be enjoyed by one individual without preventing its simultaneous enjoyment by others. Rather than talking about consumers of content, we perhaps need to think more about users of services.