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Major brands are shifting budgets from traditional ads to "immersive storyworlds". Universal Studios and Disney are pioneering hybrid reality sets where visitors’ digital avatars perform alongside live actors in real-time.

Here’s a look at the three major shifts redefining how we consume—and live inside—media today. 1. The Rise of "Agentic" Media

Thanks to WebXR, high-fidelity AR/VR experiences can now be launched directly in a browser—no clunky app downloads required. Major brands are shifting budgets from traditional ads

From the Sphere in Las Vegas to virtual concerts in Meta’s Horizon Worlds , live entertainment is becoming a multisensory "physiological event" rather than just a performance. 3. The "Authenticity" Premium

Not long ago, "entertainment" meant sitting on a couch and letting a story wash over you. But as we move through 2026, that passive model is officially a relic. We are entering an era defined by , participatory fandom , and a fierce new battle for authenticity . it’s a place you inhabit.

The boundary between a screen and a space is dissolving. In 2026, the internet is no longer a page you browse; it’s a place you inhabit.

2026 Media & Entertainment Industry Outlook | Deloitte Insights Major brands are shifting budgets from traditional ads

Streaming platforms like Netflix and Disney+ are testing AI-generated recaps and modular storytelling that adjusts episode lengths to fit your specific schedule.