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Popular media is no longer confined to a single format. A successful franchise today exists as a "universe." For example, a fan might watch a Marvel movie, listen to a companion podcast, play a tie-in video game, and engage with fan fiction online. This keeps audiences engaged across multiple touchpoints, making entertainment a 24/7 immersive experience. Conclusion: What’s Next?
: Discusses how streaming platforms now capture over 41% of total TV viewership in the U.S., officially overtaking traditional cable and broadcast. It explores the role of data analytics in creating personalized hits like Stranger Things .