Tag: attention economy

Short form won't kill long form, but it’s changing what long form needs to do. Short form now drives discovery, frequency, and habit formation, while long form still builds attachment, franchise value, and subscription justification. The real advantage sits with…

Streaming’s biggest constraint isn’t content supply, it’s attention. IMAX, Netflix, Spotify, Disney, Roku, FAST, bundles, and AI all point to the same business reality: urgency drives the first action, habit drives return visits, and the customer relationship determines who captures…

YouTube’s Q1 ad revenue rose 11% to $9.9 billion, putting it near a $10 billion quarter as Alphabet reported 22% overall revenue growth and 350 million paid subscriptions. YouTube’s scale on TV screens, low-content-risk economics, and behavioral bundle across ads,…

Omdia’s latest forecast shows the global TV and online video market growing to $1.03 trillion by 2030, but the real story’s advertising overtaking subscriptions as the industry’s primary revenue driver. That shift’s happening without a unified measurement system, creating inefficiencies,…

Kirby explains that advertising’s reliance on reach and impressions no longer reflects how people actually consume media, as attention now shifts across fragmented, intent-driven states. He explains that brands are responding by building narrative-driven systems designed for repeat engagement, where…

Media power is shifting away from content ownership alone and toward the control layers that sit underneath production, discovery, metadata, and distribution.

YouTube generated an estimated $62B in 2025 revenue, surpassing Disney’s $60.9B media segment, according to MoffettNathanson. The milestone highlights a structural shift in media where distribution scale and the ability to aggregate global audience attention are becoming more powerful than…

Crocs used its five-part vertical microdrama Charmed to Meet You to test serialized storytelling as a distribution strategy, embedding Jibbitz directly into the plot to drive engagement rather than running a traditional campaign. The move reflects a broader shift toward…

Kirby examines the assumption that all ad impressions are psychologically equal, arguing that attention state, not scale, determines receptivity and pricing power. He contends that formats aligned with cognitive state such as DOOH, pause ads, and culturally anticipated moments like…

Skip confirms AI’s full entry into the media economy, competing directly with publishers, platforms, and streaming services for brand dollars. Conversational AI captures sustained intent and high-density first-party signal, turning interaction data into premium inventory and shifting leverage to whoever…