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The M&E sector is currently defined by a "triple threat" of competition: traditional studios, tech-media giants, and independent creators. By mid-2026, over 50% of streaming activity is projected to occur on platforms like YouTube . This fragmentation is driven by a shift in consumer behavior where digital natives prioritize community and personal connection over traditional TV and film formats.

As of 2026, the media and entertainment (M&E) industry has moved beyond a period of experimentation to one of structural transformation. The rise of generative AI (GenAI), the fragmentation of audience attention, and the dominance of creator-led ecosystems have forced traditional and digital-native companies to redefine their value propositions. This paper examines the critical shift from content quantity to content authenticity and the evolution of business models toward hybrid monetization and immersive experiences. The M&E sector is currently defined by a

Abstract