1、How will media companies navigate the shift from“lean back”to“lean forward”?By Maureen Sullivan and John SeniorThe New Era of Immersive EntertainmentCopyright 2023 Bain&Company,Inc.All rights reserved.1The New Era of Immersive EntertainmentAt a Glance The media industry is entering a new era of more

2、 immersive content.Revenue streams from immersive platforms could grow US media revenues by as much as 20%by 2030.To prepare,media companies should build up their capabilities to develop“lean-in”content,real-time operations,and nonlinear storytelling.The media industry is on the precipice of a major

3、 disruption as we enter what might be called the Immersive Era.Although interest in the metaverse has taken a back seat over the past year to the tidal wave of enthusiasm around generative AI and its ability to generate content,a more fundamental shift is coming in what and how we consume.Bains rese

4、arch has found that online games are the tip of the spear in immersive media,and these are quickly becoming platforms where consumers do much more than just play games.Meaningful value is at stake;our analysis of the revenue streams associated with these activities and related advertising suggests t

5、hat the potential of immersive platforms in entertainment could grow the US media market by 15%to 20%by 2030(see Figure 1).The implications for media companies are significant.Interactive brand placement and a better understanding of customer preferences could help spike advertising spending,absorbi

6、ng the decline from linear channels.As consumers shift away from current digital and physical entertainment options,immersive media stands to gain market share through a combination of traditional revenue streams such as subscriptions and new ones like“in-experience purchases”(such as digital items