: In major markets like the UK, social video (TikTok, YouTube, Reels) has overtaken traditional broadcaster video in consumption, especially among younger demographics.

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Through "spatial computing," fans can now watch soccer matches from a first-person player perspective or "sit" courtside via VR.

The entertainment industry has undergone a significant transformation in recent years. The way we consume media has changed dramatically, and the types of content we engage with have become more diverse than ever. From streaming services to social media, the way we interact with entertainment content has become more complex and dynamic.

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"Choosing your own adventure" isn't just for kids; high-production interactive films allow audiences to vote on plot points and character fates in real-time. 5. The Currency of Trust The changing face of media and entertainment - Avenga

The "streaming wars" have shifted. Major platforms like Netflix and Disney+ are scaling back their massive volume of releases to focus on fewer, high-impact "marquee" projects. To keep subscribers between big drops, they are leaning heavily on , acquiring licensing for classic "comfort" shows that have high rewatch value. 5. The Attention Economy Battle