As more media head honchos predict that valuable content online will become a commodity that must be paid for, a new study has found that the recession is impacting media consumption and causing more consumers to seek out more free content, reports MediaBuyerPlanner.

Barry Diller, CEO of IAC/InterActive Corp., believes the internet is passing from its free phase into a paid system, he told attendees at the Advertising 2.0 conference. “Inevitably, I promise you, it will be paid. Not every single thing, but everything of any value.”

Meanwhile, recent research in the UK reveals that consumers are continuing to move toward a desire for free media. According to a study conducted by The7Stars, more than a quarter of consumers plan to reduce or cancel their satellite or cable TV subscriptions, up from 15% just six months ago, writes the UK’s Mediaweek. 46% plan to stop buying their current newspaper if the price increases.