In the Consumer-Driven Society, Direct-Brand Economy and OTT Lead to Innovation

Audience and companies are linked in this age of cutting-edge creative

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It started for me with a new television. When I set up my new smart TV, I noticed that there, right next to the traditional networks, were upstart new publishers—sharing space on my screen like equals. That, it struck me, is the new consumer economy.

People now have access to publishers, to brands and to media directly. OTT is no longer simply “over the top.” It is just media. Direct to consumer isn’t a new type of commerce, it’s just a fresh, new brand.

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This story first appeared in the April 30, 2018, issue of Adweek magazine. Click here to subscribe.