Did YouTube kill the Hollywood star? In the second installment of this two-parter, we look at why Gen Z value the talents and opinions of their digital peers, what services they are flocking to and how a shift towards user generated content will affect the future of media production and distribution.

What makes content shareable? Why would someone share a video campaign on Facebook? Or tweet about a brand? Marketing professor Dr. Zoey Chen, who co-authored a paper with Jonah Berger, sat down with Canvas8 to explain how the way we discover content online affects the way we share it.

Native advertising has exploded over the internet in recent years. But for many consumers, figuring out what’s been paid for and what’s strictly editorial can be confusing. Nathaniel Evans, who studies the phenomenon, explains to Canvas8 why people often don’t recognise sponsored content.

In late 2015, The Message knocked podcast royalty This American Life off the top of the iTunes charts. The eight-part series – from GE – attracted over a million listeners, becoming the most successful branded podcast to date. But why were people tuning into what’s essentially a long-form ad?