First of all, leveraging mobile and social media content increases the number of channels and the amount of data exchanged in real-time. In its turn, the data provide enhanced targeting capabilities. In other words, having the insights of viewers the media and entertainment companies tailor offers and recommendations to suit the needs of very targeted audience group. Secondly, adopting the mobile content makes the companies’ services more available and easy to reach. Text mining, speech and image recognition and sentiment analysis prove to be very useful in this case.