Catching up on your favorite show this weekend? See the future of video entertainment.

Three big trends in video ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌   ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌   ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌   ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌   ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌   ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌   ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌   ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌   ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ 

TODAY'S NEWS. TOMORROW'S INSIGHTS. A daily newsletter from McKinsey & Company   Edited by Belinda Yu   Editor, Atlanta The future of video entertainment The news • Gaming with empathy. A young Muslim fleeing civil war; a warrior striving to save a loved one; a Black PhD student navigating discrimination: these are all stories featured in a growing number of video games focusing on empathy. A US medical school uses one game, about a couple grieving the loss of their child to cancer, to help staff members relate with care to their patients. Gaming can help promote cognitive empathy, or the ability to imagine the world from another person's perspective, according to one video game designer. [WaPo] • Streaming draws older viewers. Overall usage of streaming video is growing in the US, but older audiences are increasingly propelling that growth. As of May 2022, viewers aged 50 and over accounted for nearly 40% of streaming watch times, more than any other age group. Streaming audiences have grown during the COVID-19 era, and for some older adults, the conversion was inspired by dinnertime conversations with relatives. For the first time, Americans aged 50 to 64 spent more time streaming content than people aged 35 to 49. [WSJ] "There'll be a blurring of the lines between things we watch and things we play." Our insights • You're in the movie. Sensory experiences will increasingly transform the way that people experience and create stories, says McKinsey senior partner Jonathan Dunn. Technologies such as augmented reality and haptics allow audiences to become deeply immersed in the unfolding story. At the theater, if there's an explosion in the video, everyone watching might feel the force of the blast or even the wind on their faces, explains partner Jacomo Corbo. "You're in the movie with the actors and experiencing it with them more than we really do today," says expert Kristi Tausk. • Gamified and connected. A decade from now, imagine going to a movie theater and seeing a film that turns into a gaming experience, suggests partner Tom Svrcek. With a game console, you'd play this game with people not just in your theater but across 20 connected theaters. Then, returning home to your game console, you'd keep gaming with that same group over the next several months. Most storytelling is moving in the direction of video games and interactive entertainment, says Dunn. Explore three trends powering the future of video entertainment.  See what's next in video Was this forwarded to you? Sign up here. Or send us feedback — we'd love to hear from you. Follow our thinking This email contains information about McKinsey's research, insights, services, or events. By opening our emails or clicking on links, you agree to our use of cookies and web tracking technology. For more information on how we use and protect your information, please review our privacy policy. You received this email because you subscribed to the On Point newsletter. Manage subscriptions | Unsubscribe Copyright © 2022 | McKinsey & Company, 3 World Trade Center, 175 Greenwich Street, New York, NY 10007