How has the film industry used digital technology to appeal to an increasingly fragmented audience?

Fragmented audience is the break-up and dispersal of the mass-media audience since the shift to digital media. This is due to lots of different platforms such as Netflix and more diverse content such as video consoles. Disney has used different technological devices to attract fragmented audiences for example Star Wars reactions from famous youtubers are used to attract audiences.  This uses a Web 2.0 technique which is user created content so fragmented audiences