This fragmentation forces creators to work harder. In a world where your competition is not just the show on the next channel but every TikTok, YouTube video, and video game on the planet, must be "sticky." It must demand attachment.
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Traditional television built stories around 22-minute or 44-minute containers with ad breaks. Streaming abandoned that for variable runtimes. More profoundly, (TikTok, Instagram Reels) has decimated linear narrative. A movie is no longer a two-hour commitment; it is a collection of 15-second moments. Studios now edit films knowing that key action beats will be clipped, looped, and memed. The climax of Spider-Man: No Way Home was experienced by millions as a shaky phone video before they ever saw the film. This fragmentation forces creators to work harder
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