According to information from Price Waterhouse Coopers, consumers are adopting new media technologies at a dizzying rate. These changes in how consumers use media for entertainment have led to a resurgence in the entertainment and media markets. The company identified three themes that it believes will emerge from changing customer behavior. 

The first theme is the rising power of mobility. Consumers are demanding that they have access to content when and where they want it. They also want to be able to share this content and interact with others through social networks at the same time. These needs are driving the development and deployment of more and more "apps" to satisfy consumer appetites. 

The second theme is focused on the Internet as the increasingly dominant content provider over all other platforms. While the obvious application to portray this is online video and its impact on television consumption, online magazine and newspaper consumption also supports this trend. 

The final theme mentioned is the trend that improvements in online experience and convenience are increasing the consumers' level of engagement and willingness to pay for content. If consumers believe that the content can't be accessed elsewhere and it is relevant and valuable, they will pay for it. But it must be accompanied by flexibility and convenience. 

As adoption of Internet-based content consumption grows, consumers are increasingly finding specific niches of interest. This creates a fragmentation and specialization of media offerings, which in turn is creating defined silos of information and entertainment. 

According to PwC's Marcel Fenez, "Creativity and innovation have always been associated with the entertainment and media industries. Now is the time for the industry to tear up their existing business models and embrace new and emerging opportunities. However they structure themselves, be it via partnerships or collaboration, they need to deliver a superior consumer experience and be sufficiently flexible to capture revenues from an increasingly fragmented market. Those who do will be the drivers of this exciting but challenging industry."