Consumer Technology & Media

Powering consumer growth and disruption
Creators have never been closer to consumers. As the boundaries come down between technology, marketing, media, internet, and commerce, disrupters and incumbents alike are competing for the same consumer attention that is critical for generating revenue from consumer fees, advertising, and commerce spend.
Consumer technology and media companies are resetting consumer expectations and creating disruption across industries. As one of the most diverse and fastest growing sectors globally encompassing video, audio, gaming, publishing, e-commerce, marketplaces, and professional sports, we help leaders to navigate this rapid change and uncover opportunities for growth.

What we do

Accelerate advertising growth

Innovating products, pricing, and capabilities with tech and analytics

Build digital businesses

Launching and scaling direct-to-consumer and commerce-enabled businesses

Empower founders

Translating visions into competitive strategies and operations

Scale disruptive innovators

Building financial and operational discipline

Transform organizations

Changing trajectories through holistic interventions in performance, capabilities, and health

Compete for consumer attention

Winning over consumers and inspiring loyalty

Improve the art and science of storytelling

Guiding content investment through predictive analytics

Featured impact story


Flying across the sea, propelled by AI

– To help Emirates Team New Zealand successfully defend their America’s Cup title, we introduced them to a new sailor: a McKinsey-built AI bot.

Examples of our work

Redefining adtech strategy

Doubled valuation and reignited 40 percent year-on-year growth for a mobile ad-tech pioneer through a 3-year partnership to redefine their product and geographic strategy, reallocate tech resources, and reset go-to-market activities to unlock new customers and partners across the global mar-tech and agency ecosystem.

Radical post-merger transformation

Doubled the share price of a large, global media company through a 2-year, post-merger transformation that spanned 1,000 cost and revenue initiatives.

Boosting annual revenue growth

Reignited growth for a global gambling operator by using analytics to understand and rapidly optimize marketing activities and customer journeys, taking stagnant revenue growth to 13 percent over the course of 18 months.

Growing direct-to-consumer businesses

Helped both established and upstart media companies in geographies around the world add millions of customers by scaling new direct-to-consumer businesses supported by advertising, subscription, and transactional revenue. Helped clients build capabilities in design, product development, marketing, and consumer analytics.

Featured Capability

Practice hwhc

Storytelling Analytics

Using big data and artificial intelligence to inform decision making across content value chains

Featured Insights


The Next Normal – The future of video entertainment: Immersive, gamified, and diverse

– You’re at the movies with friends—but the movie is more like a game with a narrative. You feel like you’re in the movie because your seat gets hot when there’s a fire on screen. And everyone can see and hear the movie in whatever language they choose. That scenario could represent the next normal in video entertainment, according to McKinsey experts and industry executives.

Stacey Sher on the future of movies and streaming

– The veteran film and TV producer shares her perspective on what the technology shifts roiling the entertainment business mean... for both artists and audiences.

Black representation in film and TV: The challenges and impact of increasing diversity

– New research reveals the barriers that Black talent in the film and TV industry faces, the economic fallout, and solutions for... creating a more inclusive, equitable workplace.

Game on: An interview with Microsoft’s head of gaming ecosystem

– Sarah Bond discusses how Microsoft shifted its console-centric gaming business to make the most of its investments in cloud.

Ordering in: The rapid evolution of food delivery

– Succeeding in the fast-growing food-delivery ecosystem will require understanding how overlapping economic forces affect a complex... web of stakeholders.

Featured voices

Our Asian Voices

In this feature, 72 Asian colleagues at McKinsey raise their voices and share their stories—on what Asian identity means to them, what allies can do to support their communities, and how they are processing this moment.

Our Black Voices

Hearing from members of the McKinsey Black community is not only self-evident in its power but also necessary. Our colleagues share perspectives on their Black experience—in the workplace and beyond.



RTS is a special unit of McKinsey that delivers a proven approach to radical and sustainable improvement of performance, health, and capabilities.


Leap takes a collaborative approach to business-building, partnering with established organizations to rapidly build and scale innovative new businesses that thrive.

McKinsey Design

McKinsey Design helps drive growth by delivering products, services, and better customer experiences.

Connect with our Technology, Media & Telecommunications Practice