Selon l’étude (PDF) “State of the Media Democracy” de Deloitte & Touche, le contenu généré par les utilisateurs gagne en importance :

• - 51% of all consumers are watching/reading personal content created by others; the number jumps to 71% for Millennials.
• - 55% of Millennials and 42% of Xers read blogs, while 62% of Millennials and 41% of Xers watch YouTube or other video streaming sites.
• - 40% of all consumers are creating their own entertainment, such as editing movies, music and photos. Millennials may be the majority of the creators at 56%, but Matures are also participating – 25% of them report creating their own entertainment.

L’étude démontre aussi que les médias traditionnels sont toujours populaires. Comme l’explique Sebastien Provencher :

“In addition, traditional media is far from dead. It’s just competing in a much more fragmented world.”

Bien qu’trop vrai.