This shift has forced mainstream media companies to adapt. Hollywood studios frequently scout talent from internet platforms, and traditional marketing budgets have pivoted heavily toward influencer partnerships, blurring the lines between consumer, creator, and advertiser. Technological Drivers: Streaming, AI, and Immersive Media
The global entertainment and media (E&M) landscape is currently defined by a radical shift toward , the dominance of social video , and the integration of Generative AI . Valued at approximately $3.24 trillion in 2025, the market continues to expand through digital-first models that prioritize personalization and community-driven content. 1. Market Dynamics & Economic Impact
Recent scholarship focuses on: