: U.S. adults now spend an average of nearly 13 hours per day with media. Digital platforms account for over 40% of a typical consumer's day.
As technology advances, the definition of "content" will keep expanding. But no matter how advanced the delivery system becomes, the core desire remains the same: we want to feel. We want to be moved to tears, shaken with fear, or doubled over with laughter.
Perhaps the deepest change is the blurring of the line between the "screen" and "reality." Through social media and immersive content, the creators of our favorite media feel like peers. These parasocial relationships provide a sense of community, but they also commodify human connection. When every moment of a creator's life is "content," the distinction between a person and a product begins to dissolve. Why It Matters