Skip to content
  • Stories
    • Create
    • Connect
    • Capitalize
    • Intelligent Content
  • Events
  • Sign Up
  • Sign In
September 1, 2022

Your Inevitable, Immersive Future

author
Adrian Pennington
immersive video

READ MORE: Video entertainment in 2030 (McKinsey)

Video entertainment in all its forms will become more immersive, gamified and personalized, predicts McKinsey.

In a paper targeting the heads of entertainment companies, the consultancy advises that by 2030 sensory experiences will change the way people experience or create a story.

“Haptics and augmented reality are allowing people to experience the same things and occupy the same space,” says Jacomo Corbo, a partner in the firm. “If there’s an explosion blast in the video, everyone feels the force of the explosion or even the wind on their face.

Kristi Tausk, another company expert, elaborates on the idea. “In a horror film, right now you get scared by somebody jumping out on screen. But what if in the future, when you’re watching that movie, you can actually feel that person standing behind you? You’re in it; you’re in the movie with the actors and experiencing it with them more than we really do today.”

In the future, McKinsey imagines going to a movie theater with a game console for an experience where there’s 10 minutes of a piece of filmed entertainment up front, which then it turns into a multiplayer game.

“It’s not just in that theater; it’s across 20 different connected theaters,” says partner Tom Svrcek. “And then you can continue that game with that community when you get home to your game console or episodically over the next several months.”

“Most of the storytellers that we’re talking about in the 2030 period will come from diverse geographic backgrounds, diverse economic backgrounds, diverse demographic backgrounds. The decision makers themselves must be diverse. You have to change the decision makers in your organization.”

— Jonathan Dunn, McKinsey

Video entertainment will be personalized too, they agree. In 2030, an algorithm is going to do the heavy lifting of searching for content “to the point where the five things that it’s recommending that you view are highly, highly resonant,” says Svrcek.

All of which means that the successful, video entertainment company of tomorrow needs to think like a tech company today. Data is going to be critical — and collecting that data is going to enable an AI-driven future.

McKinsey has three further pieces of advice for CEOs wanting to get ahead of the curve.

“Most of the storytellers that we’re talking about in the 2030 period will come from diverse geographic backgrounds, diverse economic backgrounds, diverse demographic backgrounds,” says senior partner Jonathan Dunn. “The decision makers themselves must be diverse. You have to change the decision makers in your organization.

“Second, you have to believe that technology and analytics can help you identify the storytellers who the current system doesn’t identify. Third, you need to be comfortable — and even lead — with an accelerated pace of change.”

Next, Watch This


EXPLORING ARTIFICIAL INTELLIGENCE:

With nearly half of all media and media tech companies incorporating artificial intelligence into their operations or product lines, AI and machine learning tools are rapidly transforming content creation, delivery and consumption. Find out what you need to know with these essential insights curated from the NAB Amplify archives:
  • AI Is Going Hard and It’s Going to Change Everything
  • Thinking About AI (While AI Is Thinking About Everything)
  • If AI Ethics Are So Important, Why Aren’t We Talking About Them?
  • Superhumachine: The Debate at the Center of Deep Learning
  • Deepfake AI: Broadcast Applications and Implications

Are you interested in contributing ideas, suggestions or opinions? We’d love to hear from you. Email us here.

  • Content Creation
  • Live Event Production
  • Broadcast
  • Streaming
  • Connect
  • Distribution and Delivery
  • Media Content
  • Interactive and Cross Platform TV / Web / Mobile
  • Video Games

Subscribe

for more content like this sent directly to your inbox:

Sign Up
  • Main Pages
  • Homepage
  • Stories
  • Events
  • Companies
  • Products
  • Policy
  • Privacy Policy
  • Terms of Use
  • Code of Conduct
  • Cookie Policy
  • Quick Links
  • Advertising & Thought Leadership
  • NAB Amplify Press
  • FAQs
  • Technical Difficulties
  • Contact
  • Cookie Preferences
  • RSS Feed
The Angle Newsletter

Weekly editorial newsletter covering the latest content, events and more taking place on NAB Amplify.

Subscribe

© 2023 National Association of Broadcasters. All Rights Reserved.