Real-time prediction based on current trends and behaviors from all data sources is key. Predictive modeling in particular will aid media and entertainment companies not just by allowing them to react to consumers in real time, but also to anticipate their behavior, influencing long-term investments, for instance, what kinds of movies in which consumer micro-segments will be popular two years from now. In addition, companies can make predictions about which customers are more likely to view a given type of content, and what device they will be using when viewing it.