Media behavior has fundamentally changed: while linear television was the dominant platform for a long time, today it’s streaming services, social media, and on-demand offerings that shape users’ daily lives. Especially younger audiences consume content not at fixed times, but situationally, curated, and across devices.
For communication and media strategy, this means a complete realignment: content must be available on demand, interactively prepared, and tailored to each platform. This also calls for new formats, new storytelling styles, and new KPIs. Traditional broadcasting logic is being replaced by storytelling approaches, snackable content, and community-building.
At the same time, the boundaries between linear and digital worlds are blurring. Smart TVs, connected devices, and live formats on YouTube or TikTok are creating hybrid experience spaces. Brands that want to build relevance in moving image today must think strategically across both worlds.