The past decade has seen an influx of digital-native media companies which have thrived completely online. These are companies that have scaled up without the legacy infrastructure that their traditional counterparts have long relied on (and now have to wean themselves off).

The proliferation of digital-native media companies can be largely attributed to shifting demographics and consumption patterns. Today, millennials often dictate the trends and technologies of the time as they form a large part of the consumer base. As a generation, they gravitate towards digital platforms to access
information on the go.

This not only enables them to control what they consume but also lets them share their choicest picks with friends. It is little wonder then that millennials end up spending far less time and money on traditional linear and recorded media than online services.

As content consumption patterns skew towards purely digital channels, digital native media houses seem set to rule the roost. The adaptive capabilities of such enterprises lend them a competitive edge over their legacy counterparts.