2:45pm - 3:15pm
Communities over Content: What Traditional Media Can Learn from YouTube, TikTok and Video Games
For decades, Hollywood defined “premium” by scale and production value—but today audiences, especially younger consumers, define it by connection, relevance, and community.
In this session, Hub Entertainment Research founder, Jon Giegengack, will share new data on why creator-driven content is gaining ground on traditional film and TV. For younger audiences, creator content isn’t just something to watch—it’s a community that drives discovery and shapes what they watch next.
The session will also explore consumer sentiment around generative AI—where audiences are excited, where they’re hesitant, and what it means for content creation. Attendees will leave with a clearer understanding of how to navigate the intersection of traditional and creator ecosystems, build engaged communities, and apply AI in ways audiences will accept.
