16 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. Firms that have already adopted marketplaces have experienced better CX, insights, access to capabilities, and organizational agility, which are all critical to achieving key business goals and connecting IT to the business. “[With marketplaces,] we can put the power back in the hands of the retailer or ad buyer because we don’t want to get in the way of the customer in every interaction.” —Director of advertising strategy, cable and streaming media Realized Benefits Through Using Software And Data Marketplaces Base: 410 global technical and business decision-makers in media and entertainment who use marketplaces Note: Showing top seven responses Source: A commissioned study conducted by Forrester Consulting on behalf of AWS, July 2023 40% 44% 47% 50% 54% 58% 64% Improved employee/partner experience Increased availability of media and entertainment-specific cloud tooling Accelerated content creation/publication pipelines Increased business unit agility due to new tooling Better access to features/tools we otherwise would not have access to Increased ability to generate real-time insights Improved customer experience
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