We used to be satisfied with the movie. Now, we demand the ecosystem .
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While exclusive content drives innovation, it also drives piracy. We used to be satisfied with the movie
This loop creates a "media ecosystem." An exclusive podcast interview on Spotify about a TV show drives people to Apple TV+. A "pop-up" immersive experience in Los Angeles drives people to Peacock. The lines between medium and message are gone. and exclusivity is the drill.
Why are studios betting billions on walled gardens? Because data is the new oil, and exclusivity is the drill.