From Viewers to Creators: Opportunities in Creative Entertainment

The rise of social platforms and short-form video has transformed consumer expectations for content—from passive consumption of premium programming to interactive, shareable, and creator-driven experiences. This study explores how consumers are increasingly drawn to social video platforms that prioritize immersion, storytelling, and community engagement. It quantifies adoption and usage of creator tools embedded in devices, apps, and smart TVs, and tracks motivation to create, remix, and share content. The research identifies generational and behavioral shifts, the role of AI-assisted creation, and the growing competitive threat to traditional media players as consumers demand content that is participatory, personalized, and platform-native.

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