3 inevitable changes to mass media

Within the next 5 years, things will look a lot different than today. Media experiences will become more self-directed as the pendulum swings back towards consumer empowerment.

1. Content will follow people (not the other way around)

Today we follow things we like on platforms like Twitter and Instagram. In the future, the things we like will seamlessly fill our worlds. Individual preferences will not be owned by platforms — they will be ubiquitously used to personalize our experiences.

2. Arbitrary silos will go away

Data and media that we own will not be stuck in platforms like Amazon and Apple. Our digital content will be ours to easily take with us wherever we please. It will seem naive to design a product to be intentionally difficult or inconvenient to migrate away from.

3. Relationships will be valued over transactions

Brands will no longer use disruptive tactics to advertise on platforms like Facebook and Google. They will seek to build relationships and add value rather than distract and manipulate.