(Clockwise from upper left) A "Black Lives Matter" protest in Brooklyn, N.Y., a shuttered AMC movie theater, a "Stop the Steal" protest in Atlanta, Ga., and the short-form streamer Quibi. Something significant shifted in media this year — and it's not just about the pandemic keeping us inside, glued to screens. It's all due to a simple idea: cater to the will of the consumer. With today's fragmented, social media-fueled pop culture environment, the consumer has never had more power. A random tweet can derail a blockbuster movie; a stream of clever TikTok videos can create a star. And all the biggest media companies are chasing viewer tastes more intensely than ever, focusing on their streaming platforms as consumers create an increasingly personalized, fractured media diet.