Thursday, May 21st 2026 - 18:59 UTCFull article
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.
From streaming to interactivity
Well-known streaming platforms are facing hard times. They are being threatened by an increasing attraction for interaction, that is bringing users to prefer online gaming, social gaming, live betting and other pastimes that involve them in a deeper way than the ones where they simply watch a show through a screen looking like a window, without ever taking part in whatever is going on.
Interactions are key today. This is the reason why a lot of sites and apps are gamifying the user experience, giving him or her the chance to create avatars, grab rewards and win points.
