Extended reality in media and entertainment: screening the emerging opportunities
This report is available to those subscribed to the Fixed, TV and Convergence module.
Extended reality (XR) - encompassing AR, VR and MR - has been entertaining gamers for a while now. But in the wider media and entertainment space, its application has so far been limited. This is slowly changing thanks to advancements in XR technology, an improving app ecosystem, more content and external factors such as the rollout of 5G networks. We look at the future of XR in the media and entertainment space and the implications for ecosystem players in this developing landscape.
Related research
Industry Checkpoint: pay TV, Q3 2025
This edition of the Industry Checkpoint series focuses on pay TV, including traditional pay TV and OTT video services, highlighting how the market has changed in the last six months and its implications. The report considers four major developments: acceleration of pay-DTT service closures; US cable operators intensifying their efforts to combat cord-cutting; growing interest from pay-TV operators in FAST-related partnerships; and leading OTT video streaming providers increasing their push on immersive video experiences.
Pay TV: uncovering the shifts in consumer behaviour affecting adoption and commercial strategies
Leveraging data from our consumer survey, this report provides insights into the evolution of consumer behaviour across traditional pay TV, OTT video services and mobile video usage. It highlights key trends and their implications, as well as actionable recommendations for key players in the video ecosystem.
e&: A strong first-party gaming offering to profit from high consumer usage of digital gaming
Operator strategies continue to evolve in the digital era as the telecoms industry seeks to capture new growth opportunities in the consumer and enterprise markets. Assessing innovation and achievements is more important than ever before. GSMA Intelligence's operator case studies provide a concise and consistent way to shine a light on and analyse operators' strategies and business models, as well as how they are launching new services. This edition analyses e&'s comprehensive consumer gaming offering as part of its wider digital services strategy.
Authors
How to access this report
Annual subscription: Subscribe to our research modules for comprehensive access to more than 200 reports per year.
Enquire about subscriptionContact our research team
Get in touch with us to find out more about our research topics and analysis.
Contact our research teamMedia
To cite our research, please see our citation policy in our Terms of Use, or contact our Media team for more information.
Learn moreRelated research
Industry Checkpoint: pay TV, Q3 2025
This edition of the Industry Checkpoint series focuses on pay TV, including traditional pay TV and OTT video services, highlighting how the market has changed in the last six months and its implications. The report considers four major developments: acceleration of pay-DTT service closures; US cable operators intensifying their efforts to combat cord-cutting; growing interest from pay-TV operators in FAST-related partnerships; and leading OTT video streaming providers increasing their push on immersive video experiences.
Pay TV: uncovering the shifts in consumer behaviour affecting adoption and commercial strategies
Leveraging data from our consumer survey, this report provides insights into the evolution of consumer behaviour across traditional pay TV, OTT video services and mobile video usage. It highlights key trends and their implications, as well as actionable recommendations for key players in the video ecosystem.
e&: A strong first-party gaming offering to profit from high consumer usage of digital gaming
Operator strategies continue to evolve in the digital era as the telecoms industry seeks to capture new growth opportunities in the consumer and enterprise markets. Assessing innovation and achievements is more important than ever before. GSMA Intelligence's operator case studies provide a concise and consistent way to shine a light on and analyse operators' strategies and business models, as well as how they are launching new services. This edition analyses e&'s comprehensive consumer gaming offering as part of its wider digital services strategy.
- 200 reports a year
- 50 million data points
- Over 350 metrics