We shift from passive viewing to models using personalization and streaming...

https://wool-wiki.win/index.php/What_is_Instant-Play_Functionality_and_Why_Are_Platforms_Pushing_It%3F

We shift from passive viewing to models using personalization and streaming culture. I look at how platforms now make digital audiences feel like active participants. It is a quiet, steady change in how we build and consume live media today