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Every platform is now TikTok. Instagram Reels, YouTube Shorts, and even LinkedIn have adopted the vertical, short, loud format. This is the fastest-growing sector of popular media. It prioritizes rhythm over narrative. A story must hook you in 1.5 seconds, or it dies. This has changed the grammar of media: fast cuts, loud text overlays, and original sounds going viral.
To understand where we are today, we have to look at how technology, culture, and business intersect to create the media we love—and occasionally love to hate. 1. The Shift from Broadcast to On-Demand