Web 3.0 is here Navigating the new culture of digital entertainment

20,000 foot view:  AI has already hit entertainment at the industry level – and the impacts on audience culture will not be far behind. A variety of AI tools are now readily available on ‘fremium’ tiers at a consumer level. Companies may be looking towards what the new world of web            means for them, but they need to prepare for a generation of digital-first consumers who, powered by new creator tools, will evolve new needs and expectations that are significantly different from their current entertainment lives. 

Key insights 

• The funnel            creative talent has broadened, where            audience member with a keen            in almost any field of            or the arts is now            to try their hand and            progress 
           of all consumers spent time creating content every week in            2022, with more than            of all consumers aged            doing so and            peaking at           
• The constant            now being made of fans            engage with each and every            entertainment feature to appeal to            fandom is approaching the same            as attention, and they will            become more prominent – especially            AI fakes put ever more            on all parties involved
• The concern            creators should be that, especially            fan fatigue becomes more prominent,            will be empowered by AI            cut the original creators out            the process entirely, resulting in            ‘deepfake’ hits, like Ghostwriters’ ‘Heart            My Sleeve’ 
• Even without            challenge posed by deepfakes and            imitations, the growing power of            tools available to casual audiences            prompt a boom of high-quality            content 
• The distinction            the content that audiences and            are making off the cuff,            that which is being more            produced, will continue to shrink            an exponential pace – and            may not even mind, as            grow quickly used to the            powers at their fingertips to            their own consumption experiences 
• Social platforms            an opportunity to tap into            new flood of audience creativity,            a space for them to            upload, share, and interact with            another’s’ creations. This will cause            to compete increasingly with more            entertainment
• All entertainment            must stop competing just for            engagement, and start finding their            niches in audiences’ lives to            for the right kind of            – that which leads to            or some kind of immersive           

Companies and brands mentioned in this report: Aldi, Amazon Alexa, American Data Privacy Protection Act, Apple Music, Bridgerton, Cyber Resilience Act, DALL-E, Deep Fake Neighbour Wars, Drake, Facebook, Ghostwriter, Holly Herndon, ITV, Instagram, M&S, Metro Boomin, Midjourney, Netflix, OpenAI, Snapchat, Spotify, Taylor Swift, The Weeknd, TikTok, Twitch, Universal, YouTube