As most of the major media categories — music, video and video games — have existed for decades, we tend to forget that media is technology. Instead, we think of technology as being used to express media, rather than media itself. Spotify, for example, is an internet streaming music service, while iTunes is a download music service, SiriusXM is satellite broadcast music service, and radio is a terrestrial broadcast technology. This focus on delivery ignores the classic definition of media: “outlets or tools used to store and deliver information or data.”
While the above might seem preoccupied with theory and philosophy, all analysis of the past and future of a given media category must start from the fact that media is technology. This is because technology not only enables content categories, it defines their business models and shapes the content, too. And as we know, technology is in a constant process of change.