In 2026, the entertainment and media landscape has shifted from passive consumption to a high-stakes "battle for time," defined by hyper-personalization, immersive "experiences" over simple content, and a growing divide between AI-driven efficiency and human-led authenticity. The Rise of "Synthetic" Entertainment

Streaming is no longer just about 2D video; it has expanded into immersive ecosystems that merge digital and physical worlds.

Tools like Sora and Runway are now production standards, allowing creators to produce high-quality scenes that once required massive budgets. Projects like Netflix’s El Eternauta have begun integrating generative environments into primetime content.

In gaming, world models are replacing preset scripts with "emergent experiences" where AI generates real-time dialogue and scenarios based on unique player choices. Immersive & Experiential Media

The industry is undergoing a structural re-engineering as artificial intelligence moves from backend automation to front-facing content creation.

AI-generated actors and virtual influencers, such as Tilly Norwood, are carving out mainstream careers in acting and modeling. While studios value their flexibility and lower costs, their rise has triggered significant pushback from human actors and unions concerned about job displacement.

Top five media and entertainment trends to watch in 2025 - EY