Tạp chí in Tiếng Anh

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

Thi Tuyet Minh NGUYEN	minhminhnguyen.ajc@gmail.com	Academy of Journalism and Communication
Thi Minh Tam VU	vuthiminhtam@daihochalong.edu.vn	Ha Long University

DOI: 10.66057/llcttt-31568

Ngày nhận bài: 28/08/2025 Ngày phản biện: 28/05/2026 Ngày xuất bản: 10/06/2026

Tải tệp

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.

Keyword:

digital media, algorithmic personalization, audience evolution, social video platforms, relational trust.

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REFERENCES

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