Driven by ongoing shifts in how, where, and when people seek entertainment, the global media industry is in the throes of fundamental change. While major video game, film, TV, and music studios remain important, a wave of consolidation underscores the degree to which new entrants are changing the entertainment landscape. This session features new, original research from three leading industry experts looking at important trends in media and entertainment. Presentations will cover: • The emergence of micro-dramas as a fast-growing global phenomenon • How younger people are spending their entertainment time and money • The changing role of branded entertainment, as viewers start to regard it as simply entertainment.