: In markets like India , nearly one in four consumers now uses only mobile phones for E&M content, completely ditching traditional television.
The modern E&M industry is a broad umbrella covering multiple creative and technical fields: Forward to normal - Strategy+business
: Over-the-top (OTT) platforms like Netflix and Amazon Prime Video have accelerated this change, allowing users to watch content on their own schedules rather than following a provider's fixed timeline.
Consumer behavior has pivoted sharply toward convenience, with a significant portion of spending now directed at digital platforms.
