Media consumption has undergone rapid transformation over the last few years, driven by the developing digital landscape and lockdowns. The rise of on-demand and streaming platforms has revealed that more and more users are moving away from being passive consumers and taking control of what, when and how they consume media. While this trend does challenge the future of linear TV, viewers are ready to shift to VOD. However, the infrastructure, content limitations and technology might be holding it back. This holds particularly true during Ramadan when family, togetherness and community form the cornerstone of brand communications. With millennials and Gen Z expected to consume even more med
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