Spurred by the post-pandemic return to real-life cultural experiences, an ever-more inventive entertainment sector continues to conjure the IRL (in real life) wonder 68% of audiences globally crave (Deloitte, 2023). From artificial-intelligence-(AI)-augmented art installations and visionary new venues prioritising sensory spectacle to a purple patch in immersive theatre, we outline the most technically adventurous and original prospects for drawing crowds.

Audiences accustomed to platform-hopping media diets are seeking new TV types that disrupt the status quo. From the rise of ultrashort dramas delivering addictively snackable yet still epic storytelling (i.e. a more than 50-episode series with a maximum episode runtime of two minutes) to refreshed watch-party platforms letting friends interactively watch TV and movies together, key emerging platforms are showcasing new audience priorities.

AR and VR are starting to settle into the mainstream entertainment landscape, with the smartest innovations focusing on enhancing at-home entertainment. From atmospheric AR overlays upping the vibes for wrestling fans to goosebump-raising VR horror TV, live musical metaverses and better-than-pitchside virtual sports viewing, we explore some of the most promising applications.

As detailed in Look Ahead 2025, a strengthening imperative for any entertainment brand is developing fan-conversant strategies that give audiences touchpoints way beyond (passively) watching TV and movies. From real-world imaginings, like Netflix’s first permanent theme parks and deluxe branded experiences, to the young-fan-luring transmedia possibilities in Roblox and Fortnite, we outline major moves with mileage.