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Social media platforms have played a crucial role in shaping popular media. Influencers and content creators on social media have built massive followings and have become tastemakers in the entertainment industry. According to a report by Influencer Marketing Hub, the influencer marketing industry is expected to reach $24.1 billion by 2025 (Influencer Marketing Hub, 2020).

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Deloitte (2020). Digital media trends survey. Retrieved from https://www.deloitte.com/us/en/pages/consumer-and-industrial-products/articles/digital-media-trends-survey.html Social media platforms have played a crucial role

PwC (2020). Global Entertainment and Media Outlook 2020-2024. Retrieved from <https://www.pwc.com/us/en/industries/ entertainment-and-media/assets/pwc-global-entertainment-and-media-outlook-2020-2024.pdf> The string appears to be a unique identifier

For the audience, this evolution is a double-edged sword. On one hand, the "arms race" for exclusive content has led to a "Golden Age" of television with massive budgets and cinematic quality. On the other hand, "subscription fatigue" is a growing reality. As popular media becomes increasingly fragmented across a dozen different services, the cost of staying "in the loop" continues to rise. The Future of Media Consumption