Consumers in the UK are moving beyond passive streaming to demand interactive entertainment experiences. Users increasingly want to participate actively in their entertainment, not just watch.

<p> Digital habits are changing quickly. In recent years we have witnessed the evolution from a passive consumption of entertainment (driven by players such as Netflix, Amazon Prime, Disney+ and sports platforms) to an interactive way of being involved. The common mobile app user is not satisfied anymore by just watching: he or she wants to be part of the entertainment, acting as an agent and not only a consumer.</p>