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Consumer Technology & Media
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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

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

Storytelling Analytics

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

Featured Insights


The CEO of IRIS.TV on personalization and keeping audiences engaged

– Consumers today are savvy and expect personalization, especially when viewing ads. Field Garthwaite, cofounder and CEO of IRIS.TV, discusses how machine learning can help marketers deliver more relevant and noninvasive video content.
Commentary - McKinsey Quarterly

Building data-driven culture: An interview with ShopRunner CEO Sam Yagan

– Sam Yagan, current ShopRunner CEO, cofounder of OkCupid, and former Match Group CEO, discusses the importance of culture for driving... data-based decision making, innovation, and, ultimately, company success.

How do emerging technologies affect the creative economy?

– Research suggests some ways artificial intelligence, augmented reality, virtual reality, and blockchain are reshaping creative... work.

AI in storytelling: Machines as cocreators

– Computers don’t cry during sad stories, but they can tell when we will.



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