Instead of contrasting formats or platforms, Koljonen proposed alternative distinctions that better reflect how the industry actually functions. Dismissing these possibilities out of habit or status anxiety, she argued, risks blinding the industry to genuine opportunities for innovation. The relevance of this example, Koljonen argued, lies not in whether Amazon’s forthcoming screen adaptations succeed, but in what the phenomenon reveals about audience passion. As Joe Bergan, media partnerships Nordics at YouTube, had noted in an earlier panel (see the news), audiences are telling the industry something, if it is willing to listen. In an evolving content economy, she argued, storytelling increasingly extends beyond individual works into networks of meaning, participation and identity.