Americans’ dependence on screens grew in the past year and will continue to grow in the future. In 2019, pervasive media was a theory. Today, multiple screens mediate nearly all aspects of our lives. We’re not going back, we’re pushing forward, into the metaverse. In this new reality, creators, platforms, companies, brands and even our cars compete for the audience’s attention. For this Entertainment issue of What the Future, Ipsos asks how can brands engage audiences where they’re headed?

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