The media landscape is experiencing significant transformation, largely unnoticed by audiences and creatives due to fragmentation. Traditional broadcasting is becoming obsolete, especially among younger viewers, with a notable decline in linear TV consumption. Recent statistics reveal that fewer than half of 16-24-year-olds watch broadcast TV weekly, primarily engaging with platforms like YouTube, which now leads in viewership over Netflix. Additionally, new creators have emerged as influential figures, establishing unique connections with their audiences through authenticity and consistent content, rendering conventional celebrity pathways outdated.
The media landscape is undergoing a seismic shift, with most people and creatives unaware of the profound change in how content is consumed and experienced.
Less than half of 16-24-year-olds now watch broadcast TV in an average week, spending just 33 minutes a day on it, with only 20 of these minutes on live TV.
YouTube has surpassed even Netflix in viewership, becoming the world's number one TV channel as more individuals access it via their TVs.
Creators, who may be ordinary individuals, are becoming new celebrities by building authentic relationships with their followers through consistency and understanding their audience's desires.
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