If you want to see exclusivity taken to its most extreme, look at video games. The console war between PlayStation, Xbox, and Nintendo is a multi-billion dollar arena fought entirely over exclusive titles.

Media companies are moving beyond passive consumption. Future exclusivity will involve interactive elements, such as exclusive virtual reality (VR) backstage passes, live-streamed interactive community events, and community forums directly connecting fans with creators.

Despite the benefits for studios and creators, the race for has alienated many consumers. The average household now requires four to five separate subscriptions to watch the shows their friends are talking about.

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The psychological pull of exclusive media is rooted in the . When content is restricted, its perceived value skyrockets. This manifests in several ways: