Mercedes Medina, Francisco J. Pérez-Latre, Alfonso Vara-Miguel 12 The audience in media marketsIntroductionAudiences in the digital landscapeChallenges for audience measurement and analyticsAudience involvement and its consequencesConclusionM. Bjorn von Rimscha, Robin Riemann 13 Developments in advertising markets and their effects on media companiesIntroductionDevelopments in the relation between editorial media and advertisingFormats: The rise of tailored advertisingEffects on editorial media funding and contentCatalina Iordache 14 The effects of streaming on media marketsIntroductionReshaping the television industryCompetitive dynamics in the streaming marketConclusionHeritiana Ranaivoson, Annelien Smets, Pieter Ballon 15 Challenges and opportunities for recommender systems in media marketsIntroductionDefinition and typologies of recommender systemsMarket opportunitiesMedia market dilemmasConclusionJosef Trappel 16 The stunning longevity of media ownership concentrationIntroductionWhy bother?Why keep bothering?Three dominant forms in parallelA matter of global concernConclusions: Where it is going and where it might end upTerry Flew, Joanne Gray, Penny O’Donnell, Wenjia Tang 17 Old and new leaders in global media marketsThe transnational media corporation and global capitalismReframing debates about transnational media corporationsThe global rise of TikTokTencent Video: Chinese video streaming going abroadAl Jazeera & CGTN: Diversifying transnational media?ConclusionTom Evens 18 Global sports media rights marketIntroductionValuation of sports media rightsSale and exploitation of sports media rightsDistribution of sports media rightsConclusionRasha Allam 19 The economics of media in the Arab world: A case study of EgyptIntroductionBackground of media ownership patterns in EgyptThe economic matrix of the authoritarian media systemsConclusionsEthel Pis Diez, Carolina Bertoni 20 Latin America media panoramaIntroductionFragmented media market – Concentrated media influenceFastest growing opportunities are driven by AVOD and mobile gamingFighting back piracy – The region’s main challengeFinal considerations