The Media Industry is currently in a process of adapting to the digital transformation. As the industry is increasing its volume, due to the fact that the consumers are consuming more media than before, it is important to guarantee that the customer`s needs are being fulfilled. After the literature review, the present article studied the opinion of some authors through a questionnaire, that was used to comprehend the benefits that the digital transformation brought to the media industry, as well as understand how customer`s behaviour has changed over the past years. In this sense, a new consumption style was identified, which is the involuntary one, where people really don't have the intention of using a content. To sum up, the present article pretends to characterize the media industry and the clients behaviour, in a digital context, where processes must be changed in order to adapt to the eminent changes.

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Digital transformation,Media industry,Consumer behaviour,Digital business

• Economia e Gestão - Ciências Sociais