Shelby Bier

ole brands, media, and entertainment IP can play in this next frontier of digital engagement. The study will uncover how consumers are already engaging with the metaverse, what they hope to get out of it once it is fully realized, and what it will take for the metaverse to reach widespread adoption. Through this research we aim to prove: That the metaverse will not replace the real world, but will establish a dynamic relationship to it, offering experiences that enhance those in the physical world. That consumers need structured environments & activities in the metaverse, which will be the responsibility of platforms, brands, and recognizable IP to define. In the metaverse’s first person environment, the audience becomes the actor and content and experiences revolve around the audience. With the media landscape more fragmented than ever, to win the attention of consumers, brands and entertainment/media properties will need to make the consumer the “star” of the entertainment experience -- an opportunity that the metaverse can uniquely cater to.