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According to a survey by PwC, 70% of consumers prefer to consume entertainment and media content on-demand, while 60% prefer to use multiple devices to access content (PwC, 2022). The same survey found that 55% of consumers are more likely to engage with content that is personalized to their interests.

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Goldman Sachs (2020). . Retrieved from https://www.goldmansachs.com/ideas/virtual-and-augmented-reality.html According to a survey by PwC, 70% of