To start a new section, hold down the apple+shift keys and click to release this object and type the section title in the box below. The trend for distributors to invest directly in content is also seen in books. Amazon has several of its own imprints while also acting as a major distribution channel for other book publishers, but is yet to extend to the mainstream in sectors such as music. Is it just a matter of time before music streaming services start investing directly in labels and artists? And might this be a path to profitability for streaming services, 12 whose losses are increasing as they expand? Figure 9. Role of content in television sub-sector OTT Platforms Pay TV- UK Indies Platforms Content Content Content Content creation creation creation creation Television only only only only sector PSBs Content producers 28