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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.

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

The 2026 Media Revolution: From Passive Watching to Active Inhabiting Major brands are shifting budgets from traditional ads

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 . Major brands are shifting budgets from traditional ads