Blog: Media Fusion

Gaming has been mainstream for a while, but in recent years it has started flexing its cross-cultural muscles, intersecting with music, sports, and increasingly with video . The latest example is a new live-action movie, based on The Legend of Zelda games franchise, announced this week as a collaboration between Nintendo and Sony Pictures.

In March 2023, MIDiA wrote a report on the increasing media fusion emerging between gamers and video streaming. In rebooting video fandom we argued that gamers were now both shaping and being targeted by streaming services keen to expand their reach (and revenue) across the digital entertainment landscape.

Three years ago, MIDiA first proposed that consumer attention was becoming saturated – meaning that all entertainment propositions would not only be competing with similar entertainment types, but also with everything else that was vying for audiences’ increasingly limited spare time.

With the progressive move back into in real life (IRL) following mass global Covid vaccinations, hyped-up in-person award ceremonies have returned to business as usual in 2021. This Sunday the Emmys was aired on CBS, the broadcast arm of media major ViacomCBS – which is in itself busy playing catch up with the D2C disruptors class of 2019/20, with its recently launched Paramount+ streaming subscription service.