The objective of the lecture is to analyse the consequences of the increased datafication of cultural production and consumption. Building on empirical research from several previous projects, I wish to discuss how value is generated at the intersection of media production and consumption, with a specific focus on how the increasingly datafied media landscape impact on these processes. The point of departure is that media production and consumption are centred on specific value forms (e.g. economic, social, aesthetic, political and cultural value), which are also the main motors of productive and consumptive activity. These value forms vary between different types of production (professional/amateur, commercial/public service, instrumental/explorative, etc.). Sometimes these value forms interact, but many times they are also conflicting. The dynamics that arise from these processes affect value creation at all levels and dimensions of media production and consumption, and should be of great concern for how both culture and media industries and “ordinary” media users come to understand their activities. Value, then, is both the object of analysis, and the prism through which media production and consumption is studied.