Category
Business
Assisted Conversion
Trend cluster
Category
Adventure
Viewing
The choose-your-own-adventure format enters passive forms of entertainment.
3.8
Trend score
Trend
What is the Adventure Viewing trend?
Adventure Viewing: Brands associated with passive forms of entertainment such as storytelling are incorporating choose-your-own-adventure formats into their offerings in new and innovative ways. Now an option in everything from smart home assistants to streamed movie content, the choose-your-own-adventure option is able to engage by directly involving the customer in how they want to be entertained.
Insight – With consumer attention spans being increasingly limited due to the new ways in which they consume content, this new form of interactive storytelling in contemporary formats is able to maintain customer engagement over an extended period of time. This shift also speaks to the growing desire for immersive experiences over passive viewership–which has now extended into the home.
Trend themes
Themes within the Adventure Viewing trend
Three behaviours holding the trend together01
Choose-Your-Own-Adventure Formats
Passive entertainment brands are incorporating choose-your-own-adventure formats into their offerings through various platforms to maintain customer engagement over an extended period of time.
02
Voice-Powered Interactive Experiences
Voice assistants have become highly involved in gaming experiences and can serve as facilitators or as allies that enhance gameplay, and they can also provide consumers with personalized experiences like voice-activated unboxing adventures.
03
Eye-Tracking Technology
Eye-tracking technology is revolutionizing the traditional viewing experience, as seen in The Angry River, a landmark interactive film that explores the relationship between sight and perspective.
Industry implications
What the Adventure Viewing trend means for industry
Where the trend changes the playbookFor
Entertainment Industry
The entertainment industry can incorporate new narrative structures like choose-your-own-adventure TV shows and interactive adventure television series to offer immersive experiences for the consumer.
For
AI and Voice-Enabled Technology Industry
The AI and voice-enabled technology industry can develop and enhance voice-powered interactive experiences that engage and educate consumers in a personalized way.
For
Film Industry
The film industry can experiment with eye-tracking technology to enhance the traditional viewing experience and offer new forms of interactive storytelling like The Angry River.
Workshop question
How could your brand make its product, service, or campaigns more interactive?
Trend signals
Trend signals for Adventure Viewing
Trend score 3.8 out of 10, from popularity 66%, activity 39%, freshness 9%.
Popularity66%
Activity39%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Adventure Viewing trend
6 featured examples from Jul 4, 2018 to Apr 7, 2020CategoryTech
Eye-Tracking Film Experiences
The Angry River is a Revolutionary Take on Interactive Storytelling
Disruptive innovation opportunity to create interactive film experiences that captivate audiences in new ways.
CategoryMarketing
Voice-Powered Unboxing Experiences
Gwynnie Bee Created a Voice-Activated Unboxing Adventure
The subscription-based industry can leverage voice-activated adventures to enhance customer experiences and brand engagement.
CategoryPop Culture
Sci-Fi Voice Assistant Games
'Westworld: The Maze' is an Immersive Game on Amazon Alexa
The entertainment industry can leverage the trend of immersion gaming to create interactive experiences based on popular TV shows and movies.
CategoryPop Culture
Choose-Your-Own-Adventure TV Shows
Netflix is Planning to Offer Deeper TV Immersion for Audiences
Disruptive innovation opportunity: Offering interactive and personalized content to enhance user engagement and retention.
CategoryPop Culture
Chose-Your-Own-Adventure Heist Movies
YouTube's 'A Heist with Markiplier' Has 31 Possible Endings
Opportunity for entertainment companies to develop interactive movies or series that allow viewers to make choices and shape the narrative.
CategoryLifestyle
Interactive Adventure Television Series
You Vs Wild Lets Viewers Decide Bear Grylls' Fate
Innovative studios have an opportunity to attract consumers with interactive television shows like You Vs Wild.
