Courtesy of Project Working Stiff, here is an interesting quote from Brightcove CEO Jeremy Allaire (who sold his Allaire Corp. to Macromedia in 2001 for $360 million). 

"We think that casual broadband consumers will want to consume a lot of content daily in 2-7 minute bursts of high-quality, streamed viewing. But once they develop either a specialized interest in a content or topic, or a deeper loyalty to an entertainment product, they’d be willing to pay a small fee (.99 cents) to download a DVD quality version of the feature-length show, and be able to use it easily on a TV or portable device."