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Walk into a video store in 1995, and everything was neatly sorted: Horror, Comedy, Drama, Action. Walk onto Netflix in 2024, and those bins are gone. In their place are hyper-specific moods.

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: This research uses multiple case studies to analyze how media organizations leverage social media, mobile apps, and big data to shape popular content and consumer preferences. Theoretical & Industry Perspectives Walk into a video store in 1995, and