We continue to offer a free 2-week trial of WrapPRO. If you’ve been wanting to check out our full coverage, now’s the time.Greetings!Between the doom and gloom talk about industry consolidation and declines in traditional linear television, which we saw plenty of from the earnings results over the last few days, I thought it would be good to end the week on a brighter note. Activate Consulting projects that $1.3 trillion in new growth money is expected to flow into media, technology, internet and software over the next four years. That's the good news. The bad news is that a lion's share of that investment will go toward business software and technology (i.e., AI), with a little under $390 billion going to media and internet. Still, those new dollars are nothing to sneeze at, and the entire study is worth a look to see what factors will drive these investment dollars. If you don't have time, our Tom Lowry pored through the entire 245-page report and picked out a few highlights. Here they are: Streaming is massive. It's not just subscription services like Netflix or Disney+. Social is now video, podcasts have gone visual and even shopping is increasingly video-driven — and thanks to streaming, they're being consumed on your TV, phone or anything with a screen. Sports + streaming. There's a reason we chronicled the rise of sports as a $29 billion entertainment juggernaut. After all, there are few events that drive everyone to a screen and compels you to view it live. Just look at that epic World Series matchup (Go Dodgers!) as the latest example. Investing in sports rights as a way to retain users will be a key driver in the coming years. AI beyond search. Most Americans use AI and ChatGPT like a search engine. But that's just scratching the surface. It'll be used to create new worlds, add features to new hardware like smart glasses and reinvent how big businesses operate, so there's no wonder investment dollars are flying into this category. Super users. These are people defined as highly influential consumers who drive outsized time, dollars spent and impact across digital platforms. It's an interesting enough topic that I go deeper on further below. That's it for another busy week. Coming up on Monday is Paramount's earnings, where hopefully we'll hear more M&A chatter than Warner Bros. Discovery shared. Walt Disney's quarterly results on Thursday effectively end earnings season, so maybe we'll get an update on the YouTube TV dispute there. Until then, have a great weekend! Roger Cheng 
The core engine of growth, and a big factor deciding where all this money flows, is just how adept your business is in attracting super users... 
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