Extended reality in media and entertainment: screening the emerging opportunities

Pay-TV markets are seeing an unprecedented evolution, driven by technology investments, shifting consumer behaviour and competition (including from OTT players). This quarterly series outlines the latest market developments and the key trends to watch, charting the period to 2030. The report also provides comprehensive cross-country comparisons at your fingertips, allowing you to identify which markets or technologies will grow the most or how OTT competition will impact the adoption of traditional pay TV.

This edition of GSMA Intelligence's Chart of the Month looks at major operators' progress with revenues beyond traditional core telecoms. The GSMA Intelligence Chart of the Month is a visual way of telling an important story in the mobile and broader tech ecosystem. From the shape and size of markets to trends in consumer behaviour, we aim to provide food for thought through informative visuals designed to bring colour and clarity to complex issues facing the industry.

Last month, China’s three major telecoms operators became the first to launch token-based AI plans, packaging AI usage in a way that resembles traditional mobile data bundles, signalling a broader push by operators to commercialise AI, cloud and compute capabilities. This reflects growing interest among operators in monetising AI by moving beyond internal AI efficiencies and towards commercial AI opportunities. The logic is simple – tap the surging interest in AI and put a meter on it – but the concept goes beyond just offering tokens for cash.