Nicole Magoon

2 months ago | bain.com | Nicole Magoon |Matt Keith |Alex Egan

This article is part of Bain's 2025 M&A Report. The creative industries have long stretched their tentacles into new places with the support of technology—for instance, art incorporated photography, music got recorded, and actors moved from stage to screen. Over the past 15 years, however, tech has stretched its own tentacles into media—for instance, Netflix’s massive digital distributor grew a studio to supplement its library, and Amazon’s retail hub grew video content as a sweetener.