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The document discusses how business models in media are changing rapidly as consumers gain more control over what and how they consume content. It notes that video now accounts for 90% of internet traffic and that platforms like YouTube and social media are challenging traditional media companies. New models are emerging where audiences and content creators can monetize directly through advertising, rentals, subscriptions and branded content. For media companies to survive, they need to create compelling content at scale across multiple platforms and find new ways to generate revenue from digital audiences.Read less