Digital Media Market by Digital Media Type (Audio Content, Interactive Content, Text-based Content), Delivery Platform (Computer Based, Connected TV, Mobile Based), Business Model, Application, Vertical - Global Forecast 2025-2032
Description
The Digital Media Market was valued at USD 866.60 billion in 2024 and is projected to grow to USD 947.72 billion in 2025, with a CAGR of 9.58%, reaching USD 1,802.47 billion by 2032.
A clear orientation to the evolving digital content ecosystem highlighting consumption shifts, platform dynamics, regulatory pressures, and operational priorities for leaders
The digital media environment is undergoing a period of accelerated transformation driven by evolving consumer behavior, rapid advances in content creation technologies, and shifting commercial models. Content creators, platform operators, and brand marketers face a complex interplay of opportunities and constraints that require clearer strategic prioritization. As audiences increasingly demand personalized experiences across multiple touchpoints, decision-makers must reconcile legacy distribution approaches with new forms of engagement that emphasize interactivity, shorter attention windows, and cross-channel continuity.
Consequently, organizations that balance creative innovation with robust governance and measurement frameworks will capture disproportionate value. This introduction frames the core themes that recur throughout the report: changing consumption patterns, platform economics, regulatory headwinds, monetization diversity, and the operational realities of scaling new content formats. By laying out these foundational forces, the narrative equips senior leaders to interpret subsequent sections through a lens that prioritizes both immediate tactical responses and longer-term capability building.
How AI-driven creation, privacy regulations, attention fragmentation, and diversified monetization models are reshaping content production and distribution strategies
The landscape for digital media is shifting along several transformative axes that redefine how content is produced, distributed, and monetized. Advances in generative and assistive technologies are streamlining content creation workflows, enabling smaller teams to produce higher-quality, localized, and interactive experiences. At the same time, attention fragmentation has intensified; consumers expect seamless transitions between video, audio, and interactive modalities while retaining privacy and control over their data. These twin trends compel organizations to adopt modular content strategies and to invest in metadata, AI-driven personalization, and edge delivery capabilities.
In parallel, regulatory developments and platform policy changes are reshaping the operating environment. Stricter privacy frameworks and content moderation protocols increase compliance complexity, requiring tighter alignment between legal, product, and editorial functions. Moreover, monetization models are diversifying beyond traditional advertising toward subscription services, hybrid pay-per-content options, and commerce-integrated experiences. Taken together, these shifts require an integrated approach to product design, measurement, and partner ecosystems, where agility and interoperability become key competitive differentiators.
Assessing the operational and strategic repercussions of 2025 tariff measures on procurement, infrastructure planning, and platform cost optimization
Policy actions that alter cross-border trade and digital supply chains can have immediate and lingering effects on content infrastructure, hardware procurement, and platform economics. United States tariff measures enacted in 2025 exert pressure on cloud hardware imports, peripheral devices, and certain content delivery components, increasing capital and operational expenditures for service providers and publishers. These cost pressures influence investment prioritization, leading organizations to re-evaluate sourcing strategies, accelerate cloud-native optimization, and explore alternative vendor relationships to preserve margin and maintain service levels.
As a result, firms are reallocating budgets toward software-driven efficiency and strategic partnerships that mitigate hardware dependency. In addition, the tariff environment has catalyzed renewed attention to regional capacity planning, as content operators seek to diversify infrastructure footprints to achieve latency, redundancy, and cost objectives. Thus, while the tariffs present near-term headwinds, they also accelerate architectural modernization and encourage tighter collaboration between procurement, engineering, and finance teams to sustain platform performance and deliver consistent user experiences.
Precise segmentation insights across content types, platforms, business models, applications, and industry verticals to inform targeted content and commercial strategies
Segmentation-driven insights reveal differentiated dynamics across content types, delivery channels, business models, applications, and industry verticals that inform targeted product and commercial strategies. Based on Digital Media Type, the landscape includes Audio Content spanning music streaming, podcasts, and radio or audio ads, Interactive Content that emphasizes user participation and gamified mechanics, Text-based Content encompassing articles and blogs, eBooks, and newsletters, Video Content delivering both short-form and long-form formats, and Visual Content such as graphics, images, infographics, and web design and layouts; these distinctions influence production pipelines, talent needs, and measurement approaches.
Alongside content typologies, the delivery environment bifurcates between Mobile Platforms and Web-based Platforms, with mobile favoring micro-moments and in-app monetization while web platforms remain critical for long-form discovery and enterprise distribution. Business models span Advertising-Based approaches, Pay-per-Content arrangements, and Subscription-Based offerings, each with unique churn mechanics, pricing sensitivities, and customer lifetime value drivers. Applications range from Communication and Social Networking to Education and eLearning, Entertainment, Events and Live Streaming, Marketing and Advertising, News and Information, and Training and Simulation, dictating content cadence and compliance considerations. Vertical contexts such as Automotive, Education, Finance and Banking, Government and Public Sector, Healthcare, Media and Entertainment, Real Estate, and Retail and eCommerce further shape regulatory requirements, content personalization depth, and monetization levers. Together, these segmentation layers create a mosaic of opportunity where focused capability investments-whether in production tooling, rights management, measurement, or partner orchestration-yield differentiated returns.
Regional strategic contours and operational implications across the Americas, Europe Middle East and Africa, and Asia-Pacific guiding localization, compliance, and infrastructure choices
Regional dynamics are shaping strategic priorities for content distribution, partnerships, and infrastructure decisions in distinctive ways. In the Americas, strong consumer appetite for on-demand audio and video, combined with established advertising ecosystems, drives continuous innovation in personalization and commerce integration, while regulatory scrutiny and platform governance continue to evolve. Consequently, organizations emphasize scalable analytics, identity-respecting personalization, and native commerce features to deepen engagement and monetization without degrading trust.
In Europe, Middle East & Africa, regulatory regimes and cultural plurality require more localized content strategies and rigorous compliance frameworks, prompting investments in regional editorial capabilities and privacy-conscious personalization. Meanwhile, Asia-Pacific exhibits rapid adoption of interactive and short-form video formats, extensive mobile-first consumption, and sophisticated local platform ecosystems; this region favors rapid iteration, localized partnerships, and integrations with broader digital services. Collectively, these regional contours necessitate flexible go-to-market playbooks, regional talent networks, and distributed infrastructure to meet performance, cultural, and regulatory demands.
Competitive dynamics emphasize scale, vertical specialization, and partnership models with data stewardship and operational excellence creating sustained advantages
Competitive dynamics in the digital media space emphasize both scale advantages and niche specialization as pathways to sustainable differentiation. Established platform operators continue to invest in content acquisition, creator ecosystems, and measurement standards to protect audience reach, while a growing cohort of specialized firms focuses on verticalized solutions, immersive formats, and enterprise-facing media services. Partnerships between creators, technology providers, and distribution platforms are increasingly transactional yet strategic, enabling rapid experimentation with new formats and monetization approaches.
In this environment, companies that combine robust data stewardship with creative excellence secure long-term relevance. Operational excellence in content operations, rights management, and cross-functional coordination offers defensible advantages. Moreover, firms that cultivate transparent measurement and third-party verification capabilities can reduce buyer friction and bolster advertiser and partner confidence. Taken together, the competitive landscape rewards organizations that align product roadmaps with proven audience behaviors while retaining the flexibility to pivot as consumption norms evolve.
Actionable strategic and operational priorities leaders should implement to enhance resilience, accelerate innovation, and improve monetization outcomes across digital media
Leaders should prioritize a set of pragmatic actions that translate research insights into measurable outcomes: first, invest in modular content architectures and metadata standards to enable repurposing across audio, text, video, interactive, and visual formats while reducing time to market. Second, strengthen cross-functional governance between legal, product, editorial, and data teams to navigate evolving privacy and content policies and to embed compliance into product development lifecycles. Third, diversify supplier footprints and vendor relationships to mitigate procurement exposure from tariff or supply disruptions and to accelerate infrastructure resilience and cost control.
Additionally, accelerate partnerships with specialist creators and technology vendors to test immersive and interactive formats, and establish clear success metrics that align commercial, engagement, and retention objectives. Finally, embed continuous learning loops by instrumenting analytics at every stage of the content lifecycle; by doing so, organizations can refine audience segmentation, personalize responsibly, and iterate on monetization levers with greater precision. These actions, taken together, create a durable platform for growth and adaptability in a rapidly changing environment.
Transparent and reproducible research approach combining practitioner interviews, policy and product analysis, and methodical triangulation for reliable insight generation
The research methodology underpinning this analysis combined a structured review of primary qualitative engagements with secondary data synthesized from public policy announcements, platform product updates, and industry technical literature. Primary inputs included conversations with senior product leaders, content strategists, procurement and engineering stakeholders, and creative studios to surface operational challenges and emergent best practices. These engagements provided contextual depth around procurement sensitivities, infrastructure planning, and creative workflows that are not always evident in public reporting.
Secondary analysis corroborated qualitative findings by tracking regulatory trajectories, platform policy shifts, and technology roadmaps. Where appropriate, triangulation ensured that interpretations remained grounded in observable behaviors and product capabilities. Throughout the process, the methodology emphasized transparency in assumptions, reproducibility of key analytical steps, and clarity about the qualitative nature of certain insights. Consequently, the findings reflect a balanced synthesis of practitioner experience and documented industry evolution, designed to inform strategic choices without relying on speculative projections.
Synthesis and strategic imperatives emphasizing the balance between rapid experimentation, robust governance, and infrastructure resilience to secure long-term advantage
This body of analysis crystallizes the central imperative facing organizations in digital media: adapt with speed while institutionalizing the practices that sustain trust, measurement, and operational performance. The convergence of technology-enabled creative capacity, shifting consumer expectations, and policy-driven constraints means that winners will be those who combine creative experimentation with disciplined systems and governance. Leaders must therefore balance short-term experimentation with investments in metadata, rights management, and measurement frameworks that enable scale without eroding quality or compliance.
Ultimately, the pathways to durable advantage run through integrated teams that can translate audience signals into product decisions, commercial models that align incentives between creators and platforms, and resilient infrastructure strategies that mitigate external shocks. By aligning organizational structures and investment priorities to these principles, decision-makers can convert present uncertainty into a platform for sustainable growth and differentiated audience experiences.
Please Note: PDF & Excel + Online Access - 1 Year
A clear orientation to the evolving digital content ecosystem highlighting consumption shifts, platform dynamics, regulatory pressures, and operational priorities for leaders
The digital media environment is undergoing a period of accelerated transformation driven by evolving consumer behavior, rapid advances in content creation technologies, and shifting commercial models. Content creators, platform operators, and brand marketers face a complex interplay of opportunities and constraints that require clearer strategic prioritization. As audiences increasingly demand personalized experiences across multiple touchpoints, decision-makers must reconcile legacy distribution approaches with new forms of engagement that emphasize interactivity, shorter attention windows, and cross-channel continuity.
Consequently, organizations that balance creative innovation with robust governance and measurement frameworks will capture disproportionate value. This introduction frames the core themes that recur throughout the report: changing consumption patterns, platform economics, regulatory headwinds, monetization diversity, and the operational realities of scaling new content formats. By laying out these foundational forces, the narrative equips senior leaders to interpret subsequent sections through a lens that prioritizes both immediate tactical responses and longer-term capability building.
How AI-driven creation, privacy regulations, attention fragmentation, and diversified monetization models are reshaping content production and distribution strategies
The landscape for digital media is shifting along several transformative axes that redefine how content is produced, distributed, and monetized. Advances in generative and assistive technologies are streamlining content creation workflows, enabling smaller teams to produce higher-quality, localized, and interactive experiences. At the same time, attention fragmentation has intensified; consumers expect seamless transitions between video, audio, and interactive modalities while retaining privacy and control over their data. These twin trends compel organizations to adopt modular content strategies and to invest in metadata, AI-driven personalization, and edge delivery capabilities.
In parallel, regulatory developments and platform policy changes are reshaping the operating environment. Stricter privacy frameworks and content moderation protocols increase compliance complexity, requiring tighter alignment between legal, product, and editorial functions. Moreover, monetization models are diversifying beyond traditional advertising toward subscription services, hybrid pay-per-content options, and commerce-integrated experiences. Taken together, these shifts require an integrated approach to product design, measurement, and partner ecosystems, where agility and interoperability become key competitive differentiators.
Assessing the operational and strategic repercussions of 2025 tariff measures on procurement, infrastructure planning, and platform cost optimization
Policy actions that alter cross-border trade and digital supply chains can have immediate and lingering effects on content infrastructure, hardware procurement, and platform economics. United States tariff measures enacted in 2025 exert pressure on cloud hardware imports, peripheral devices, and certain content delivery components, increasing capital and operational expenditures for service providers and publishers. These cost pressures influence investment prioritization, leading organizations to re-evaluate sourcing strategies, accelerate cloud-native optimization, and explore alternative vendor relationships to preserve margin and maintain service levels.
As a result, firms are reallocating budgets toward software-driven efficiency and strategic partnerships that mitigate hardware dependency. In addition, the tariff environment has catalyzed renewed attention to regional capacity planning, as content operators seek to diversify infrastructure footprints to achieve latency, redundancy, and cost objectives. Thus, while the tariffs present near-term headwinds, they also accelerate architectural modernization and encourage tighter collaboration between procurement, engineering, and finance teams to sustain platform performance and deliver consistent user experiences.
Precise segmentation insights across content types, platforms, business models, applications, and industry verticals to inform targeted content and commercial strategies
Segmentation-driven insights reveal differentiated dynamics across content types, delivery channels, business models, applications, and industry verticals that inform targeted product and commercial strategies. Based on Digital Media Type, the landscape includes Audio Content spanning music streaming, podcasts, and radio or audio ads, Interactive Content that emphasizes user participation and gamified mechanics, Text-based Content encompassing articles and blogs, eBooks, and newsletters, Video Content delivering both short-form and long-form formats, and Visual Content such as graphics, images, infographics, and web design and layouts; these distinctions influence production pipelines, talent needs, and measurement approaches.
Alongside content typologies, the delivery environment bifurcates between Mobile Platforms and Web-based Platforms, with mobile favoring micro-moments and in-app monetization while web platforms remain critical for long-form discovery and enterprise distribution. Business models span Advertising-Based approaches, Pay-per-Content arrangements, and Subscription-Based offerings, each with unique churn mechanics, pricing sensitivities, and customer lifetime value drivers. Applications range from Communication and Social Networking to Education and eLearning, Entertainment, Events and Live Streaming, Marketing and Advertising, News and Information, and Training and Simulation, dictating content cadence and compliance considerations. Vertical contexts such as Automotive, Education, Finance and Banking, Government and Public Sector, Healthcare, Media and Entertainment, Real Estate, and Retail and eCommerce further shape regulatory requirements, content personalization depth, and monetization levers. Together, these segmentation layers create a mosaic of opportunity where focused capability investments-whether in production tooling, rights management, measurement, or partner orchestration-yield differentiated returns.
Regional strategic contours and operational implications across the Americas, Europe Middle East and Africa, and Asia-Pacific guiding localization, compliance, and infrastructure choices
Regional dynamics are shaping strategic priorities for content distribution, partnerships, and infrastructure decisions in distinctive ways. In the Americas, strong consumer appetite for on-demand audio and video, combined with established advertising ecosystems, drives continuous innovation in personalization and commerce integration, while regulatory scrutiny and platform governance continue to evolve. Consequently, organizations emphasize scalable analytics, identity-respecting personalization, and native commerce features to deepen engagement and monetization without degrading trust.
In Europe, Middle East & Africa, regulatory regimes and cultural plurality require more localized content strategies and rigorous compliance frameworks, prompting investments in regional editorial capabilities and privacy-conscious personalization. Meanwhile, Asia-Pacific exhibits rapid adoption of interactive and short-form video formats, extensive mobile-first consumption, and sophisticated local platform ecosystems; this region favors rapid iteration, localized partnerships, and integrations with broader digital services. Collectively, these regional contours necessitate flexible go-to-market playbooks, regional talent networks, and distributed infrastructure to meet performance, cultural, and regulatory demands.
Competitive dynamics emphasize scale, vertical specialization, and partnership models with data stewardship and operational excellence creating sustained advantages
Competitive dynamics in the digital media space emphasize both scale advantages and niche specialization as pathways to sustainable differentiation. Established platform operators continue to invest in content acquisition, creator ecosystems, and measurement standards to protect audience reach, while a growing cohort of specialized firms focuses on verticalized solutions, immersive formats, and enterprise-facing media services. Partnerships between creators, technology providers, and distribution platforms are increasingly transactional yet strategic, enabling rapid experimentation with new formats and monetization approaches.
In this environment, companies that combine robust data stewardship with creative excellence secure long-term relevance. Operational excellence in content operations, rights management, and cross-functional coordination offers defensible advantages. Moreover, firms that cultivate transparent measurement and third-party verification capabilities can reduce buyer friction and bolster advertiser and partner confidence. Taken together, the competitive landscape rewards organizations that align product roadmaps with proven audience behaviors while retaining the flexibility to pivot as consumption norms evolve.
Actionable strategic and operational priorities leaders should implement to enhance resilience, accelerate innovation, and improve monetization outcomes across digital media
Leaders should prioritize a set of pragmatic actions that translate research insights into measurable outcomes: first, invest in modular content architectures and metadata standards to enable repurposing across audio, text, video, interactive, and visual formats while reducing time to market. Second, strengthen cross-functional governance between legal, product, editorial, and data teams to navigate evolving privacy and content policies and to embed compliance into product development lifecycles. Third, diversify supplier footprints and vendor relationships to mitigate procurement exposure from tariff or supply disruptions and to accelerate infrastructure resilience and cost control.
Additionally, accelerate partnerships with specialist creators and technology vendors to test immersive and interactive formats, and establish clear success metrics that align commercial, engagement, and retention objectives. Finally, embed continuous learning loops by instrumenting analytics at every stage of the content lifecycle; by doing so, organizations can refine audience segmentation, personalize responsibly, and iterate on monetization levers with greater precision. These actions, taken together, create a durable platform for growth and adaptability in a rapidly changing environment.
Transparent and reproducible research approach combining practitioner interviews, policy and product analysis, and methodical triangulation for reliable insight generation
The research methodology underpinning this analysis combined a structured review of primary qualitative engagements with secondary data synthesized from public policy announcements, platform product updates, and industry technical literature. Primary inputs included conversations with senior product leaders, content strategists, procurement and engineering stakeholders, and creative studios to surface operational challenges and emergent best practices. These engagements provided contextual depth around procurement sensitivities, infrastructure planning, and creative workflows that are not always evident in public reporting.
Secondary analysis corroborated qualitative findings by tracking regulatory trajectories, platform policy shifts, and technology roadmaps. Where appropriate, triangulation ensured that interpretations remained grounded in observable behaviors and product capabilities. Throughout the process, the methodology emphasized transparency in assumptions, reproducibility of key analytical steps, and clarity about the qualitative nature of certain insights. Consequently, the findings reflect a balanced synthesis of practitioner experience and documented industry evolution, designed to inform strategic choices without relying on speculative projections.
Synthesis and strategic imperatives emphasizing the balance between rapid experimentation, robust governance, and infrastructure resilience to secure long-term advantage
This body of analysis crystallizes the central imperative facing organizations in digital media: adapt with speed while institutionalizing the practices that sustain trust, measurement, and operational performance. The convergence of technology-enabled creative capacity, shifting consumer expectations, and policy-driven constraints means that winners will be those who combine creative experimentation with disciplined systems and governance. Leaders must therefore balance short-term experimentation with investments in metadata, rights management, and measurement frameworks that enable scale without eroding quality or compliance.
Ultimately, the pathways to durable advantage run through integrated teams that can translate audience signals into product decisions, commercial models that align incentives between creators and platforms, and resilient infrastructure strategies that mitigate external shocks. By aligning organizational structures and investment priorities to these principles, decision-makers can convert present uncertainty into a platform for sustainable growth and differentiated audience experiences.
Please Note: PDF & Excel + Online Access - 1 Year
Table of Contents
180 Pages
- 1. Preface
- 1.1. Objectives of the Study
- 1.2. Market Segmentation & Coverage
- 1.3. Years Considered for the Study
- 1.4. Currency
- 1.5. Language
- 1.6. Stakeholders
- 2. Research Methodology
- 3. Executive Summary
- 4. Market Overview
- 5. Market Insights
- 5.1. Rapid growth of short-form video content across social and streaming media platforms
- 5.2. Increasing use of artificial intelligence for personalized content creation and user engagement
- 5.3. Rise of creator-led platforms empowering independent content production and direct audience monetization
- 5.4. Growth of digital audio through podcasts, audiobooks, and voice-enabled media experiences
- 5.5. Expansion of immersive experiences through virtual reality, augmented reality, and mixed reality media
- 5.6. Subscription fatigue driving hybrid monetization models combining ads and premium content options
- 5.7. Shift toward mobile-first media consumption shaping content formats and delivery strategies
- 5.8. Convergence of gaming and entertainment forming interactive, cross-platform media ecosystems
- 5.9. Accelerated adoption of cloud-based media storage, editing, and distribution solutions
- 5.10. Brands investing in native content and influencer marketing for authentic digital storytelling
- 6. Cumulative Impact of United States Tariffs 2025
- 7. Cumulative Impact of Artificial Intelligence 2025
- 8. Digital Media Market, by Digital Media Type
- 8.1. Audio Content
- 8.1.1. Music Streaming
- 8.1.2. Podcasts
- 8.1.3. Radio/Audio Ads
- 8.2. Interactive Content
- 8.3. Text-based Content
- 8.3.1. Articles & Blogs
- 8.3.2. eBooks
- 8.3.3. Newsletters
- 8.4. Video Content
- 8.5. Visual Content
- 8.5.1. Graphics & Images
- 8.5.2. Infographics
- 8.5.3. Web Design & Layouts
- 9. Digital Media Market, by Delivery Platform
- 9.1. Computer Based
- 9.2. Connected TV
- 9.3. Mobile Based
- 10. Digital Media Market, by Business Model
- 10.1. Advertising-Based
- 10.2. Pay-per-Content
- 10.3. Subscription-Based
- 11. Digital Media Market, by Application
- 11.1. Communication & Social Networking
- 11.2. Education & eLearning
- 11.3. Entertainment
- 11.4. Events & Live Streaming
- 11.5. Marketing & Advertising
- 11.6. News & Information
- 11.7. Training & Simulation
- 12. Digital Media Market, by Vertical
- 12.1. Automotive
- 12.2. Education
- 12.3. Finance & Banking
- 12.4. Government
- 12.5. Healthcare
- 12.6. Media & Entertainment
- 12.7. Real Estate
- 12.8. Retail & eCommerce
- 13. Digital Media Market, by Region
- 13.1. Americas
- 13.1.1. North America
- 13.1.2. Latin America
- 13.2. Europe, Middle East & Africa
- 13.2.1. Europe
- 13.2.2. Middle East
- 13.2.3. Africa
- 13.3. Asia-Pacific
- 14. Digital Media Market, by Group
- 14.1. ASEAN
- 14.2. GCC
- 14.3. European Union
- 14.4. BRICS
- 14.5. G7
- 14.6. NATO
- 15. Digital Media Market, by Country
- 15.1. United States
- 15.2. Canada
- 15.3. Mexico
- 15.4. Brazil
- 15.5. United Kingdom
- 15.6. Germany
- 15.7. France
- 15.8. Russia
- 15.9. Italy
- 15.10. Spain
- 15.11. China
- 15.12. India
- 15.13. Japan
- 15.14. Australia
- 15.15. South Korea
- 16. Competitive Landscape
- 16.1. Market Share Analysis, 2024
- 16.2. FPNV Positioning Matrix, 2024
- 16.3. Competitive Analysis
- 16.3.1. Apple, Inc.
- 16.3.2. Meta Platforms, Inc.
- 16.3.3. Amazon Web Services, Inc.
- 16.3.4. AT&T Inc.
- 16.3.5. ByteDance Ltd.
- 16.3.6. Charter Communications Inc.
- 16.3.7. Comcast Corporation
- 16.3.8. The Walt Disney Company
- 16.3.9. Forbes Media LLC
- 16.3.10. Fox Corporation
- 16.3.11. Fuji Media Holdings, Inc.
- 16.3.12. Google LLC by Alphabet Inc.
- 16.3.13. Kaltura, Inc.
- 16.3.14. Microsoft Corporation
- 16.3.15. Netflix, Inc.
- 16.3.16. Paramount Digital Media Services Private Limited
- 16.3.17. Pinterest, Inc.
- 16.3.18. Snap Inc.
- 16.3.19. Sony Corporation
- 16.3.20. Thomson Reuters Corporation
- 16.3.21. Verizon Communications Inc.
- 16.3.22. Warner Digital Media Design LLC
- 16.3.23. WebMD LLC
- 16.3.24. X Corp.
- 16.3.25. Adobe Inc
- 16.3.26. Tencent Holdings Limited
- 16.3.27. Spotify AB
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