How Digital Natives Changed the Game on Legacy Media
TikTok, YouTube and Substack have rewritten the rules of media, leaving legacy outlets scrambling to survive.
I wrote a commentary for Martech.org on how digital natives like
have completely reshaped the media landscape, leaving legacy outlets scrambling. If your marketing strategy still relies on traditional media power structures, you’re already behind. The new rules are dictated by creators, algorithms, and audience-driven content.Please read my full take here: How Digital Natives Changed the Game on Legacy Media.
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Quotes from "How Digital Natives Changed the Game on Legacy Media"
“Legacy media is clinging to outdated business models like a boomer still trying to print out MapQuest directions.”
“Traditional TV ratings are in free fall, but YouTubers like MrBeast regularly earn over 100 million views per video.”
“Netflix was supposed to kill TV, but instead, it became TV.”
“Legacy media built its empire on control. They decided what you watched, when you watched it, and how much you paid. That power is gone.”
“The gatekeepers weren’t just disrupted; they were steamrolled.”
“Chris Cuomo cracked the code: platforms > networks.”
“Lemon flipped the script: Why beg for a corporate job when you can own your platform?”
“Tubi understands something the rest of the industry forgot: people don’t want to work to watch TV.”
“The cycle has come full circle. Netflix was supposed to kill TV, but instead, it became TV.”
“A viral TikTok can drive traffic to a YouTube deep dive or a paid newsletter.”
Startling Facts from the Article
50% of adults under 30 get their news from social media, not traditional news sources.
Top Substack writers are making millions, while newspapers struggle to survive.
The average U.S. household now pays for 4-5 streaming services, spending more than they did for cable.
22% of U.S. Netflix subscribers now watch ads, a 65% increase in one quarter—undoing what made Netflix revolutionary in the first place.
By 2027, 60% of Netflix users will be watching commercials again.
Tubi, a free streaming service, has 64 million active users—proving that simplicity wins over complicated subscription models.
TikTok’s algorithm can push a video to millions within hours, far outpacing the reach of legacy media.
YouTube creators like MrBeast can pull in over 100 million views per video, dwarfing TV network audiences.
TikTok engagement metrics determine what gets promoted within minutes, making it the fastest-moving media platform.
The takeaway? The media landscape has shifted, and marketers who don’t adjust are getting left behind.