Today’s popular media isn't just about what's on TV; it's about the 92% of the global digital population watching online video. We’re seeing a massive rise in:

In the mid-20th century, entertainment was a "water cooler" event. Whether it was the series finale of a hit sitcom or a blockbuster film, audiences consumed the same stories at the same time. Today, that shared cultural hearth has been replaced by a million individual screens, each projecting a reality uniquely tailored to the viewer by complex algorithms. This shift from mass media to personalized media has fundamentally altered the way stories are written, consumed, and valued in society. The Rise of the Immersive Archive