As the pandemic saw people gravitate towards online shopping and subscription services, publishing house Hachette UK’s decision to launch the Feminist Book Box is no surprise. Hachette’s move indicates a market pivot into a space dominated by independent businesses and creators.

Ebooks are more popular than ever but British libraries are struggling to provide a wide enough range of them, because they are significantly more expensive to supply. As the demand for digital books grows, brands can play a crucial role in helping libraries engage readers of all incomes.

Gen Zers are propelling BookTok, a trend that sees TikTokkers share their love of books. Charming millions of viewers, they're effectively conducting grassroots marketing campaigns, helping to build awareness of young adult fiction and connect their audiences through storytelling.

How will physical and virtual entertainment merge? What impact will mass spectatorship have on the gaming landscape? How can streaming services keep up with consumer demand? In this part of Expert Outlook, we speak to three experts about people’s evolving media preferences and expectations.