The media sector is gaining popularity as data has become more affordable, along with the rising consumption of online content. Due to diverse content creators and funding offered by multiple media houses, media publishers are providing content on a daily basis. Moreover, due to the vast consumer base and expenditure on smartphones, the development of mobile applications is potentially driving the market growth. The rise of OTT providers and the ...

The media sector is gaining popularity as data has become more affordable, along with the rising consumption of online content. Due to diverse content creators and funding offered by multiple media houses, media publishers are providing content on a daily basis. Moreover, due to the vast consumer base and expenditure on smartphones, the development of mobile applications is potentially driving the market growth. The rise of OTT providers and the plethora of entertainment options significantly broaden the industry's prospects. The market is also benefiting from a focus on customer involvement and the presence of a significant number of users on social media networks.

The digitalization of the media sector has been fuelled by shifting consumer behavior and expectations, particularly among younger generations who want quick access to the material at any time and from any location. The fact that it is user-driven and material is available on-demand is a major cause for this digital revolution. This dynamic is hastening the sector's expansion. Moreover, the increasing availability of open-source and free software allows start-ups to develop new businesses and create products quickly. Also, as cheap sensors, connected devices, and cloud computing is becoming more widely available, the sector is witnessing the emergence of the Internet of Things, a network of connected machines delivering smart services that will further provide the media industry with a plethora of opportunities to create seamless, customized service.

Furthermore, major market players are increasingly investing in and focusing on research in concept testing, new product innovation, and delivery platforms to assure consumer-oriented product delivery. They are increasing their spending on consumer research as the stakes rise. Also, many players have a dedicated team within their business that focuses on research as a continuous process, however, others rely on outside research organizations for specific projects or concepts.