Social media has evolved from a tool for communication to the primary venue for content discovery and consumption.
Consumers now spend upwards of 12 hours a day consuming various forms of media, ranging from binge-watching episodic television to doom-scrolling on social media. The modern audience seeks control over what they watch, when they watch it, and where . This means traditional appointment viewing (like tuning into a TV network at 8:00 PM) has taken a back seat to on-demand and binge-watching models. Key Catalysts of Change: