Ad-supported digital content is the way of the future, according to Accenture's 2008 Global Media Content Survey. From its interviews with more than 100 entertainment and media execs in North America Europe and Brazil, the consulting firm learned that 52% expect ad-supported content will remain dominant and digital will overtake traditional advertising over the next five years.

A Hollywood Reporter story on the research reveals that some 62% of the senior execs surveyed predict that ad-funded content will be the leading business model in five years. Twenty-five percent expect subscriptions to be the dominant business model and 11% believe pay-per-use services will be in the forefront.

When asked about the leading content type over the next several years, 38% agreed on short-form video, which is popular both online and on mobile phones.