Having a look at how user creation and internet-based media sites are altering the way we consume material.

In the online economy, the rise of social media as primary media and content platforms has dramatically changed the way individuals are taking in media. As a matter of fact, social media websites have grown to become main sources of information, entertainment and cultural trends, especially for young audiences. Standard media outlets are now relying greatly on social platforms and rebranding to match the digital area as a means for circulating material, interacting with users and remaining appropriate, as media consumption patterns continue to shift online. Material such as short-form videos are presently leading the digital realm and take advantage of user engagement and algorithms for views. Moreover, self-made influencers and content developers are also becoming independent media figures, typically matching mainstream reporters and celebrities in their scope. Those involved in the social media market, such as the investor of ByteDance, would acknowledge the growing impact of digital networks in modern media consumption.

As internet-based media channels continue to thrive, videos streaming has mostly overtaken traditional broadcast TV and cable. Streaming platforms are rising in popularity for providing on-demand screening that lines up with the preferences of modern-day users, by offering both flexibility and personalisation. As one of the major current trends in the media industry, this pattern has disrupted the standard media models and has caused even the most effective media companies to introduce their own streaming services or collaborate with tech giants to stay in line with competitors. Additionally, with the rise of paywalls and subscription-based media, there is a visible pattern where audiences are significantly willing to pay for material that supports independent developers. This pattern of decentralisation permits reporters and artists to develop direct associations with followers, bypassing the standard media models.

As media consumption moves online, media trends and predictions are now heavily influenced by algorithms. These algorithms now play a main role in shaping what content people see, while being driven by aspects such as user behaviours and engagement patterns. This results in extremely personalised media experiences, created to keep a person engaged for much longer. While this personalisation here succeeds in keeping the attention of a user, it has also raised concerns about the spread of misinformation, a shortfall of diversity in viewpoints and the psychological effects of material addiction. As a result of this, media companies are responding by buying data analytics and viewer segmentation to better understand and retain users. In addition, to filter and keep the integrity of these platforms, providers are also presenting fact checking tools as federal governments and teachers are promoting much better digital literacy. The activist investor of Sky, for instance, would understand the value of trustworthiness when it comes to sharing news. Similarly, the owners of Euronews would identify the difficulties modelled by new media creators.