In our digital world, content providers progressively chunk up their offerings to provide more choice and easier access. Music is now available by the track rather than packaged onto a CD. Sure, we will continue to watch movies and TV programs on our digital devices, but increasingly we consume video in bite-sized chunks – the preferred length of a YouTube video is 2 – 5 minutes. As for text, it has been progressively deconstructed from books to articles to blog postings to 140 character tweets.As this occurs, value moves from content to context.
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