The first wave of media was fueled by cheap audience acquisition from social media companies like Facebook which created BuzzFeed and UpWorth. The second wave is the subscription wave. Consumers want curation, contextualization, and recommendations

As modern consumer behaviour evolves, more and more solutions across their lifestyles are on-demand and flexible. Committing to a recurring purchase of a product that may not even work for you is starting to feel a little tired.