Taiwan Internet users are more willing to pay for online music service than other online entertainment services; they, however, hope that the online music fees could be lower; downloading music files is highly favored by Internet users as they can enjoy music anytime, anywhere Although Internet users?acceptance of paid online music is increasing, streaming mechanisms cannot satisfy of the demand of commuters; this leads to a situation whereby some Internet users who are willing to pay for online music choose not to do so;  new business models will push market growth, and market opportunities related to commuters cannot be ignored Online video has surpassed online games to become the most commonly used type of online entertainment, especially for Internet users aged between 20 and 29; Internet users are reluctant to access websites such as VOD and MOD as these services, for which they have to pay, do not have sufficient content; competition between online video and cable TV and digital TV will be an important issue Internet users enjoy making their own video clips and sharing these with others; insufficient bandwidth, hardware infrastructure, and software applications are drawbacks for Internet users in this area; user-friendly online services are being developed to help Internet users edit their own video clips and thereby attract more users