"The medium is the message" was the quote of the last century. That means when the form of a medium embeds itself in any message it would transmit or convey, and create a symbiotic relationship by which the medium influences how the message is perceived. McLuhan was right when it is about linear storytelling in traditional media. I am sure this will change in times of Experiences in AR / VR / MR or XR.
When we speak about User Generated Content not only in Social Networks, also in immersive Virtual Environments. When it's about to create fascinating experiences and personalized storytelling. When the definition of Content does not only mean the combination of images and text. Now, it's about combining the endless opportunities of virtual environments with our reality.