As the digital space continues to expand, from social platforms to streaming services and everywhere in between, brands and agencies alike are challenged to rapidly evolve and refresh an old business model to stay relevant.

The mission: how to align with the ways in which individuals are consuming content—and why.

With authenticity and trust remaining top of mind for consumers in all industries, we enter into an era of brands fighting for a seat at the already overcrowded table of content (pun intended). In true Hollywood fashion, brands are often harnessing the influence of others to make a splash, but is it sustainable?

Or will it alienate the new audiences brands are trying to reach?