Perspectives on Transformation of Value Creation within the Media Industry: Emergence of Platform-Centric Models

The media value chain is experiencing a transformation from linear models to dynamic platform ecosystems, enabling direct interactions between creators, distributors, and consumers. Drawing on a decades-spanning literature review and co-citation network analysis, this paper investigates key trends shaping media value-chain evolution. Through an evolutionary theory lens, a conceptual model for the emerging media value chain is developed based on the mechanisms of variation, selection, and retention driving the re-configuration of industry activity. This interdisciplinary approach provides a deeper understanding of the dynamics shaping contemporary media ecosystems, offering insights for both further research and wider industry practice. This study contributes both to understanding the evolution of media value creation structures and to mapping how scholarly perspectives on these transformations have co-evolved over time.