Out with the old, in with the new

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03.03.2020, by Rosie Slayter

Everything is changing when it comes to digital media. Tremendous leaps have been made in digital media as it inches ahead of traditional media. For so long, media was a one-way street, until digital media joined the party and changed the status quo. Suddenly what was once a closed arrangement of communication had turned into a two-way conversation. Specifically, in the case of social media, some might argue that it falls into one sector of traditional media, others believe that social media has taken over the whole show. Those who argue its dominance mainly do so because it has completely transformed the role of the consumer. 

In this new digital age of media, consumers have the power for the first time –  they can decide what to watch, when to watch it, where to watch it, how to watch it and so on. Even more so, they have access to platforms in which they can express their own opinion, opening up a much-needed two-way dialogue between the sender and the receiver. These platforms also provide instantaneous sharing of content that is actually relevant and not bound by traditional media requirements. Anybody can now become a storyteller and share it with minimal rules and regulations, offering content that can be more authentic. 

Digital media making waves

It’s no secret that traditional television has taken quite the hit as a result of these new advancements. New platforms that are more flexible in terms of adapting to the needs of consumers such as Netflix and YouTube have seen immense success in recent years. Netflix, the streaming giant, finally proved itself to traditional media this year by becoming the very first streaming service to earn the most nominations in Academy Award history. It earned an impressive 23 nominations in total for its original content.

Content creators becoming stars 

YouTubers have historically been disregarded by mainstream media and brushed off as mere ‘content creators’. Which is so surprising when considering that within their communities online, they have some of the most dedicated fan-bases built on a much more intimate relationship. While it is very difficult for YouTubers to break through, a few top creators have managed and now you can find YouTubers on Ellen, walking the red carpet of the Met Gala, topping the music charts, and more. They have infiltrated mainstream media with top YouTubers even surpassing the popularity as mainstream celebrities. 

92% of consumers trust YouTube influencers more than ads or traditional celeb endorsements 

Popular YouTube star, Liza Koshy, had an endorsement with Beats By Dre that received 4x as many clicks that Tom Brady’s endorsement with the same brand  

It’s evident that things have changed so much in the last 10 years, even more so in the last few and they will continue to change as time goes on. If there’s one key takeaway from this article, it’s that adaptability is so important. Change comes whether it’s wanted or not and those who are flexible and not only accepting of it, but embracing it will come out on top of it.  


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