The growth of user generated content such as blogs and amateur videos could create an "us and them" climate between internet users and traditional media organizations, according to a new report.
Management consultancy Accenture's survey of senior executives from sectors including media, advertising and music revealed a relative optimism about digital content revenues.
However, the survey also found that media and entertainment companies see the growing ability and eagerness of individuals to create their own content as one of the biggest threats to their medium-term strategic business models.
More than half the 110 senior executives from advertising, film, music, TV and publishing surveyed identified the rapid growth of user generated content as one of the top three challenges facing content producers and distributors for at least the next 12 months.
Digital content, including YouTube-style amateur videos, podcasts, mobile phone photography, Wikipedia entries and blogs are seen as growth areas that could create an "us and them" climate between users and traditional media and entertainment organizations.
Accenture's survey of senior media and entertainment executives found that 53% of respondents thought short-form video would be the type of digital media content with the highest growth potential over the next five years.
This was followed by video games (13%), full-length film (11%), music (11%) and consumer publishing (9%).
"This is just the beginning for a rapidly changing landscape where the media content environment grows more fractious and the user gains more control and power," said Gavin Mann, the digital media lead for Accenture's media and entertainment practice.
"Traditional, established content providers will have to adapt and develop new business models in order to keep revenue streams flowing," added Mr Mann, commenting on the survey, which was unveiled at the annual Accenture Global Convergence Forum in Rome.
"The key to success will be identifying new forms of content that can complement their traditional strengths."
