Consumers of all ages increasingly favour content designed exclusively for digital channels. Mobile-centric and always on, they trust social networks and recommendation engines more than they do critics and friends for content choices. We call them Generation #hashtag. In order to harness the power of fans, video producers and distributors need to adopt a native-first mind-set, rather than continuing to digitize existing content and business models. Download this exclusive MIPTV-MIPCOM whitepaper by Bain & Company.

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