To mark 30 years of constant innovation, Sky has partnered
with Futuremade to look ahead at the future of the media and entertainment industry. This independent
report, based on interviews with consumers and industry experts, identifies
five trends for the future and explores how tomorrow’s consumers will watch,
feel and experience media in an increasingly connected world.
Read the executive summary below, and the full report
‘Futuremade: The New Dimensions of Media’ here.
When you ask people what they think the future of media will
be, there are as many answers as there are people to ask. Open, multi-sensory,
creative, immersive, expensive and diverse were just some of the words that we
heard used throughout our research for this report.
To gauge where the future of the industry is headed and what
the new dimensions of media will be, we spoke to a diverse mix of engaged
consumers, industry experts and examined trends research.
Though there were many differences in how the future of
media was described, there were five recurring themes that together form an
integrated ecosystem that will shape the pattern of media consumption over the
next few decades.
Immersive Entertainment: In the future,
consumers will want to use all their senses to be there, even though they
are not physically there – to deeply experience entertainment from the
comfort of home.
“I remember the Kanye show at
Madison Square Garden…millions of people sat at their computer wherever they
are, doing exactly the same thing. It’s a community.”
Innovative Interfaces: Adaptive materials will
become the new normal, with holographic representations and augmented
layers engaging consumers and creating new advertising opportunities.
“Augmented Reality provides
retailers with limitless space, you no longer need a warehouse, you no longer
need a shop – all you need is people’s addresses.”
Trusted Sources: New industries will
emerge to further help people manage, and potentially monetise, their data
– with audience protection, authenticity and trust remaining critical in
“I check 10 other websites
just to make sure the story is not a joke or someone trolling, or a story just
getting out of hand.”
Smart Environments: Domestic assistants
will make the home become more connected with new out-of-home experiences
providing future opportunities for media providers.
“Soon you will find yourself
talking to a host of connected devices, such as your home thermostat, your car,
your refrigerator, your earbuds, even your connected water bottle.”
Empathetic Media: Sensing, storing and
making searchable moods and emotions, both of the content surfaced and of
“Sometimes I want to laugh, or
I want a certain type of humour and that’s not necessarily listed. It’s easier
for people to identify how they want to feel.”
One other issue that cut across all of the themes was the
redefining of the rules that will govern the future relationship between
individuals and media companies, centred on trust. This poses a threat to media
companies that don’t prioritise transparency, but similarly presents a real
opportunity for those that do.
The future of media will need greater bandwidth, screens
with increased pixel density and an interconnectedness across devices. All of
this will enable creatives to tell stories and reach consumers in ever more
realistic and compelling ways. Across all of these, maintaining trust and the
belief that media can be used as a force for good will be critical and
underpins the five themes that we have identified and their potential,
As the media ecosystem becomes more integrated, with ever
more choice, complexity and potential harm, media providers need to evolve to
become a trusted guide – not just to protect customers, but also to enable and
empower them – to help them find the content and experiences they want easily
Disclaimer This is an independent report created by Futuremade,
funded by Sky and published June 2019. The opinions offered herein are purely
those of the author. They do not necessarily represent Sky’s view, nor do they
represent a corporate opinion of Futuremade.