A forecasting study by Price Waterhouse Cooper on the changes that will take place in the global entertainment and media sector. This namely states that to thrive in a marketplace that is increasingly competitive, slower-growing, and dependent on personal recommendations, companies must develop strategies that engage, grow, and monetize their most valuable customors – their audience. To do so, they must combine excellent content with breath and depth of distribution, and then bring it all together in an innovative user experience – this will make media sustainable in the coming years, placing technology and data at the center.