Just as digital forms of media have largely replaced their physical originals, a third wave of media content is now rising fast. Native digital content breaks free from physical legacies, delivering streaming video and music, casual mobile games,...
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Just as digital forms of media have largely replaced their physical originals, a third wave of media content is now rising fast. Native digital content breaks free from physical legacies, delivering streaming video and music, casual mobile games, short e-books and other forms. Consumers of this media, who we call Generation #hashtag, have different preferences for the content they like and how they access it. To thrive, media companies will need to adapt, especially in emerging markets, where most of the industry's growth will take place.