What is the impact of media technology on the supply and demand of heritage with what is usually described as digitization? This chapter presents the concept of digitization as concerning far more than just the introduction of computers, the development of databases and websites, and the conversion of information to digital form. Digitization – the process s of adapting to developments in media technology – implies far more than just adopting technology. What is argued here, is that digitization produces three fundamental changes with respect to the supply and demand of heritage content. Firstly, technology has prompted the creation of a digital heritage product. Digitization has resulted in a process to formalize heritage knowledge as an exchangeable good. Secondly, the consumer has gained a certain independence to acquire digital content, no longer linked to the producer’s physical location. Thirdly, adoption of digital technology in all segments of life have led to a change in consumer expectations, with a demand for digital heritage content at the right place and time, and even an option to participate in the production process.