12. What’s Next: A Global Snapshot

In the last 11 chapters, we have primarily focused on the United States, both in terms of entertainment consumption and creation. But entertainment is a global phenomenon, driven by changes in economies and technology. New opportunities for entertainment marketing are opening up around the globe.

An in-depth investigation into the state of entertainment marketing in each country of the world would fill the entire shelf of the local library. In this chapter, we take a 50,000-foot view of how these growing entertainment economies are shaping up: what the trends are and where we see continuing opportunities, paying attention to the influences of government control, the development of content, and the rapidly changing ...

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