Marketing Trends in the Entertainment Industry
Zhengyang Li
Co-Presenters: Hongwen Wang, Jonathan M Houston, Makaylah J. Jones, Lisbeth R. Ovalles Jimenez
College: College of Business and Public Management
Major: BS.MARKETING
Faculty Research Mentor: Vaccaro, Valerie
Abstract:
The entertainment industry provides immersive experiences that generate customer engagement and are important to consumer lifestyles and global culture. This research identifies key entertainment industry trends that impact marketing, consumers, and society. Secondary research was conducted to find important articles and an analysis was done of relevant issues. The research findings highlight several developments including globalization and technological innovation.In 2026, Reality TV shows include international expansion, innovation, emotion, and extreme physical challenges. Physical 100 will be released with different versions in the USA, Italy and Sweden. There are creative competition programs like Charlie and the Chocolate Factory and interactive experiences with live viewer voting on shows such as Star Search.The popular video game industry is projected to reach $350 billion by 2030, with the rapid expansion of AI influencing adoption of transparency, oversight, and reinvestment into more ambitious creative works. User‑generated content is a key driver of longevity, allowing player communities to build new experiences. In 2026 the growing importance of Gen AI, cloud ecosystems and open app stores are reshaping the video game industry.The global pool tables market in 2026 is about $259 million and is growing due to consumer demand for indoor recreational activities. Innovation includes pool tables designed with sustainable materials, that save floor area or have customized digital screens with real-time scores or virtual cues.Bookstore revenue is forecast to grow to $27 billion by 2029. For American readers, 60% of college graduates prefer physical books over eBooks and audiobooks, whereas 33% without a college degree do not prefer physical books. In the U.S. physical book sales have been declining but are still higher than sales for eBooks and audiobooks. Book publishers should advertise bundles with the physical book and eBook to increase sales.Movie theaters can create cultural moments and spread excitement to attract audiences in 2026. Integrating theater data with digital and social media data will help with return on advertising. Social media, influencers, audience participation, and enhanced movie theater experiences are key for brand loyalty and to compete with streaming platforms. Keywords: Entertainment, Marketing Trends, Consumers, Technology, Globalization