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The entertainment and media content industry is facing several key trends and challenges, including:

"Choose-your-own-adventure" style media will become the standard.

Moreover, the shift from ownership to access—from DVDs and MP3s to subscriptions and cloud libraries—has changed our relationship to art. We rent experiences; we rarely possess them. A movie can disappear from a service overnight due to licensing. A beloved series can be altered or removed. Media feels permanent, but it is more fragile than ever.

Currently, the industry is in a tug-of-war.