Today’s viewers don’t differentiate between "traditional" and "digital." Today’s viewers watch what they want, when they want. The average consumer is not thinking about whether it’s scripted or unscripted, user-generated or premium. They care that it’s funny, interesting, gripping or cool. Brands need to recognize the power of those four adjectives, and take risks alongside today’s leading content creators. If brands can meet this challenge, the aftershocks will reveal new possibilities and opportunities for both the industry and consumers.
There will be no difference—no more arbitrary distinction—between traditional and digital content.