The media and entertainment landscape has undergone a seismic transformation in the past decade. What was once a predictable ecosystem dominated by television networks, radio stations, and print publications has now evolved into a multi-platform, on-demand, and highly personalized environment. From binge-worthy streaming shows to live concerts streamed on smartphones, audiences have more control over what, when, and how they consume content than ever before.

This rapid evolution is why media industry market research has become an indispensable tool for media companies, broadcasters, streaming services, and advertisers. By studying changing behaviors, preferences, and emerging technologies, market research provides the data needed to keep pace with a fast-moving, fragmented audience.

From TV to Digital and OTT

A decade ago, television was the dominant medium for entertainment. Today, while TV remains a strong player, its dominance has been challenged by digital platforms and OTT (over-the-top) services. These shifts have been driven by several key factors:

• The Internet Revolution – Affordable, high-speed internet has made streaming seamless for millions worldwide.
• Smartphone Penetration – Mobile devices have turned every moment into potential screen time, allowing consumers to watch on the go.
• On-Demand Culture – Viewers no longer wait for scheduled broadcasts; they expect instant access to the latest shows, movies, and news.
• Global Content Accessibility – Platforms like Netflix, Amazon Prime, and Disney+ bring international content to local audiences, increasing cultural diversity in viewing habits.

Media marketing research reveals that the OTT market continues to expand rapidly, with younger audiences leading the shift. Gen Z and Millennials, in particular, prefer digital-first consumption, often discovering shows through social media buzz before watching them on streaming platforms. For traditional broadcasters, these insights are crucial to adapt programming and distribution strategies to remain relevant.

The Rise and Adoption of Connected TVs

While smartphones and laptops remain popular for streaming, Connected TVs (CTVs) have emerged as a dominant screen for in-home entertainment. These internet-enabled televisions combine the immersive experience of traditional TV with the flexibility of digital platforms.

Entertainment industry market research shows that CTV adoption is driven by:

• Bigger Screens, Better Quality – Viewers want the cinematic feel without leaving home, especially for high-production-value series, films, and live sports.
• Integrated Apps – Streaming apps, games, and even shopping platforms are built directly into TV interfaces.
• Advanced Targeting for Advertisers – Media market research companies help brands deliver hyper-targeted ads to specific households based on interests and behavior.

Live sports, in particular, have been a key driver of connected TV engagement. Whether it’s the Super Bowl, the FIFA World Cup, or major tennis tournaments, audiences now expect high-definition, lag-free streaming experiences. Similarly, live concerts, award shows, and cultural events streamed on CTVs are drawing significant engagement, blending the excitement of “live” with the comfort of home.

Why Media Businesses Need Customer Data

In the media industry, content may be king, but data is the crown jewel. Without a deep understanding of their audiences, even the most creative media companies risk missing the mark.

Entertainment market research plays a vital role in collecting and interpreting customer data to answer questions like:

• What genres are most popular among different demographics?