Journal of Political Theory and Communication
Online ISSN: 2734-9780
Print ISSN: 2734-9764
Political Theory

Restructuring Digital Media Consumption Behaviors under the Influence of Algorithms and Digital Platforms

By Thi Tuyet Minh NGUYEN
By Thi Minh Tam VU|Ha Long University

Abstract

This article analyzes the structural transformation of the digital media ecosystem under the combined influence of platform capitalism, algorithmic personalization, and evolving audience behaviors. Drawing on three representative global datasets, Deloitte’s Digital Media Trends 2025, Kantar Media’s 2025 Media Trends and Predictions, and Kantar TGI’s Global Quick View 2025, the study examines how generational differences shape media consumption and how AI-driven recommendation systems reconfigure patterns of trust, engagement, and perceived value. The findings highlight three key dynamics: the ascendancy of social video platforms as primary media hubs, the fragility of subscription-based models amid declining loyalty and high churn rates, and the reconstitution of public trust through creator-led ecosystems and mediated algorithmically interactions. These results are interpreted through the theoretical lenses of media fragmentation, audience evolution, and algorithmic ethics. This offered both conceptual insights and practical recommendations for media organizations, platform designers, and policymakers navigating the challenges of a platformized communication environment.

References

[1]. Deloitte. (2025). Digital Media Trends. Deloitte Insights. https:// www.deloitte.com/us/en/insights/industry/technology/digital-media-trends- consumption-habits-survey/2025.html.
[2]. Kantar Media. (2025). Media Trends and Predictions. Kantar. https:// markatanacsado.hu/wp-content/uploads/2024/12/Kantar-Media_2025-Media- Trends-and-Predictions-Report_ENG.pdf.
[3]. Kantar TGI. (2025). Global Digital and Tech Trends 2025 – TGI Global Quick View. https://www.kantarmedia.com/reports/global-digital-media-and- tech-trends-report-2025.
[4]. Napoli, P. M. (2011). Audience evolution: New technologies and the transformation of media audiences. Columbia University Press.
[5]. Webster, J. G. (2014). The marketplace of attention: How audiences take shape in a digital age. Cambridge, MA: The MIT Press. https://doi.org/10.7551/ mitpress/9892.001.0001.
[6]. Srnicek, N. (2017). Platform capitalism. Polity Press.
[7]. Helmond, A. (2015). The platformization of the web: Making web data platform ready. Social media+ society, 1(2), 1–11. https://doi.org/10.1177/2056 305115603080.
[8]. Horton, D., & Wohl, R. R. (1956). Mass communication and para - social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215–229. https://doi.org/10.1080/00332747.1956.11023049.
[9]. Karami, A., Shemshaki, M., & Ghazanfar, M. A. (2024). Exploring the ethical implications of AI - powered personalization in digital marketing. Data Intelligence, 7(4), 1035-1084. https://doi.org/10.3724/2096-7004.di.2024.0055.
[10]. Chen, Y. S., Tang, Y. C., & Chen, C. (2024). The Ethical Deliberation of Generative AI in Media Applications. Emerging Media, 2(2), 259-276. https://doi. org/10.1177/27523543241277563.
[11]. Moravec, V., Hynek, N., Skare, M., Gavurova, B., & Polishchuk, V. (2025). Algorithmic personalization: A study of knowledge gaps and digital media literacy. Humanities and Social Sciences Communications, 12(341). https://doi. org/10.1057/s41599-025-04593-6.

Authors

  1. Thi Tuyet Minh NGUYEN

    Primary contact
    Country
    Viet Nam
    Email
    minhminhnguyen.ajc@gmail.com
  2. Thi Minh Tam VU

    Affiliations
    Ha Long University
    Country
    Viet Nam
    Email
    vuthiminhtam@daihochalong.edu.vn
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