Social media has changed the way we interact and communicate. It provides us with great opportunities to meet with friends and colleagues all over the world. It delivers interesting information on a daily base and makes us continuously discover new things. It keeps us up to date and helps us to navigate through a rocky and often overwhelmingly complex world. By nurturing us with the necessary knowledge and giving us the needed bonds with our peers, social media has become a vital part of our daily life. 

“Subscription-based online streaming services have fundamentally changed the rules of the game in the entertainment industry,” stated Dr. Malte Probst, Senior Vice President Film and Entertainment Portfolio at Sky Deutschland, during his guest lecture as part of Professor Thorsten Hennig-Thurau's and Dr. Ann-Kristin Kupfer’s master's lecture "Entertainment Media Marketing". During his presentation entitled "Transforming an Old School Business - Can You?" on January 27, 2021, Dr.