The most lucrative opportunities in media are now on the smallest screen: the phone. As consumer attention shifts from movie theaters and traditional TV to mobile-first social platforms, the return on investment for content creators and distributors has flipped, favoring short-form, mobile-native content over big-screen productions.

After abandoning IGTV, Instagram is re-entering the living room by partnering with Amazon Fire TV. This move to put Reels on big screens indicates a strategic shift to compete with YouTube, suggesting the platform will begin prioritizing longer, horizontal video content.

While often viewed as separate media, YouTube is the #1 platform for both podcast consumption and TV viewership in the US. This dual dominance forces competitors like Netflix and Spotify to react by acquiring podcast video rights, revealing the battle for attention is converging on a single platform.

As AI-driven search provides answers directly, traditional website traffic is declining for many. However, YouTube usage is increasing. A robust video strategy on YouTube is no longer optional, as it is becoming the primary platform for discovery and trust-building in the AI era.

Despite mobile's dominance, platforms like YouTube and Instagram are focusing on TV apps. The larger screen commands higher-value "prestige" advertising, making the living room the most valuable real estate in media, even for podcasts, because that's where the most lucrative ad dollars are spent.

Even top creators see massive view drops on YouTube. This isn't a sign of a shrinking platform but of a mature market where attention is fragmented across Shorts, AI content, and more creators. The opportunity remains, but requires adapting to divided attention.

Simulcasting live streams in both vertical and horizontal formats is not just about broader reach. By unifying the chat and stream, YouTube enables a seamless, cross-device viewing experience. Viewers can start on mobile and transition to desktop without losing their place, crucial for retaining engagement during long streams.

The underlying driver for major media shifts, from studio mergers to the pivot of podcasts to video, is YouTube's complete platform domination. Its ability to distribute all types of content at scale is forcing legacy media to consolidate and creators to adapt to its video-first ecosystem.

Peter Field's analysis, applying attention data to media costs, reveals TV's high value. With an average 14-second attention span versus 1.7 for in-feed ads, TV's attention-adjusted CPM is extremely low. It also captures over 50% of Gen Z's media consumption, busting the "TV is dead" myth.